<![CDATA[Purpose – This study aims to analyze the influence of perceived value and perceived price on consumer purchase decisions at Ping Ping Thai Tea, an MSME in the food and beverage industry. Design/methodology/approach – This research employs a quantitative approach using multiple linear regression analysis. Data were collected through questionnaires distributed to 191 consumers of Ping Ping Thai Tea. Findings – The results show that perceived price (t = 2.858; sig. = 0.001) has a positive and significant effect on purchase decisions. Perceived value (t = 10.967; sig. = 0.005) also has a positive and significant effect on purchase decisions. Originality/value – This study provides empirical evidence on the role of perceived price and perceived value in influencing consumer purchase decisions in the MSME food and beverage sector, particularly in a local Thai tea business context.]]>
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