| Summary: | As heterogeneous product, the expectation price development of black tea
to find the optimal price is difficult to be determined. Through the hedonic price
as the willingness to pay of consumer on black tea can be known as the implicit
price which can be used as a reference for price determination. The objectives of
this research were to identify the influence of extrinsic attributtes on Indonesian
black tea prices and to determine strategies PTPN and PT. KPBN consider in to
increasing tea price based on consumer preferences. The studied characteristics
were extrinsic attributes that offered in Jakarta Tea Auction (company, garden,
and grade) from weekly data recapitulation of auction result and organoleptic
datas during 2012. Logistic regression was applied in this study.
The results showed that the extrinsic attributes which affected the price of
black tea above its average and its influence degree were (i) company PTPN VIII
: 7,01, (ii) garden Walini : 6,70
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