ANALYSIS OF TEA DEMAND FOR PT PERKEBUNAN TAMBI AT SOUVENIR CENTERS IN WONOSOBO REGENCY

This research is motivated by the decline in demand for tea produced by PT Perkebunan Tambi at souvenir centers. This trend is attributed to the increasing variety of products sold at these centers, which gives souvernir shop owners more choises and means their focus is not solely on tea. This study aims to analyze the factors influencing tea demand at souvenir centers in Wonosobo Regency, including tea prices, the income of souvenir shop owners, the prices of coffe as a substitute good, and the prices honey as a complementary good. The analysis uses a multiple linear regression approach to measure the influence of each variable. Classical Assumption Test, F-test, and t-test were conducted to ensure model validity. The study uses cross- section data covering 30 souvenir centers in Wonosobo Regency. The result show that tea prices and income of souvenir center traders influence tea demand, while coffee prices and honey prices as a complementary good do not affect tea demand. The implication is that efforts can be made to overcome the challenge of declining sales volume and financial depletion faced by souvenir center traders in Wonosobo Regency. To boost sales and income, these traders can utilize micro-business credit provided by government banks or Regional Owned Enterprises (BUMD). This credit can support product procurement and encourage product innovatiom, especially in product offerings and diversification of other products.