PENGARUH DIMENSI ATRIBUT PRODUK TERHADAP SIKAP KONSUMEN PADA PRODUK LUWAK WHITE KOFFIE DI KOTA PADANG

Abstract

This study aims to determine the effect of dimensional attributes of the product to the
consumer attitudes on white civet products koffie in the desert city. The sample in this study
is that consumers who buy and mengkonsumsiproduk white mongoose Koffie in Padang
totaling 138 respondents. The type of data used are primary data through questionnaires. Data
analysis method used is multiple linear regression analysis. Test the hypothesis by using test
T-test statistics to demonstrate the influence of the independent variable on the dependent
variable partially or individual.
Results of the study found that brand, the quality or the quality of products as well as
packaging positive and significant impact on the attitudes of consumers on a product
mongoose white koffie in Padang. While the label is not significant and positive effect on the
attitudes of consumers on a product mongoose white koffie in Padang
Keywords: product attributes, consumer attitudes