The role of product attributes in forming consumers perception of local packed drinking water brand in Langsa City

Abstract

The study aims to analyze the role of product attributes of local packed drinking water (AMDK) brand in forming consumers perception of the product. Local AMDK commonly circulating in Langsa City today is the brand of Tari. Product attributes in this study include product quality, brand image, and packaging design. Respondents are consumers who have consumed local brand AMDK, amounting to 153 people selected using accidental sampling. Multiple linear regression technique was used to analyse data. The results showed that product quality, brand image and packaging design had positive and significant influence, either partially or simultaneously, to consumers perception on local brand AMDK. Furthermore, product quality is the dominant variable affecting consumers perception. Thus, local AMDK companies are recommended to continue to improve the quality of the products offered to the market. In addition, efforts to improve a positive brand image and attractive and memorable packaging design into the minds of consumers also need to be done in order to compete with national competitors.