Abstract:
The beverage industries is expanding rapidly, one of them is isotonic drinks. Many producer isotonic drinks competed to offering their product to the consumers. They demanded to make a lot of innovations that different from their competitors. And finally, consumer is faced with many choices. This research purposed to know the consumers attitude toward the attribute (brands, packaging, fiture, benefit and assurance) of Mizone isotonic drinks in the city of Pekanbaru. The sample is conducted by the purposive sampling. There are 100 respondents used in this researh. Interview and questionnaire were used to collect data, by using the likert scale method. Multiattribute Fishbein model were applied to the study’s results. The result of research indicate that overall the attributes (brands, packaging, fiture, benefit and assurance) of Mizone isotonic drinks is positif (good). Fiture attributes is the highest among the other attributes.
