SUMMARY
This study aimed to determine the effect of brand image and price on consumer buying interest as one of the strategies for product development of MaoMao Thai Tea in winning the MSME competition in Cirebon, which is increasingly competitive, especially in the culinary field. This study uses a quantitative approach. The number of samples consisted of 70 respondents who were consumers of MaoMao Thai Tea in Cirebon City. The data analysis tool uses multiple linear regression, determination test, T-test, and F test. The statistical data processing results through the t-test (partially) show that brand image and price variables positively and significantly affect consumer purchase interest variables. The F test analysis (simultaneously) also shows that brand image and price simultaneously positively and significantly impact consumer buying interest in MaoMao Thai Tea in Cirebon City.