var HTML = '<tr>
<td data-item="name">Name</td>
<td data-item="price">Price</td>
</tr>';
$( HTML ).find("[data-item='name']").html('AAAAA');
$( $( HTML ).find("[data-item='name']")[0] ).html('AAAAA');
$( HTML ).find("[data-item='name']")[0].innerHTML = 'AAAAA';