STUDI PENGARUH DAYA TARIK J-ROCKS DAN BRAND ATTITUDE TERHADAP MINAT BELI IM3

Abstract

Purpose – The purpose of this paper is to examine the purchase intention of IM3.
Design/methodology/approach – This paper using multiple regression analysis to examine
the purchase intention of IM3.
Findings – This paper finding that purchase intention of IM3 affected by J-Rocks Attractiveness
and Brand Attitude.
Research Limitations – It is found that the value of adjusted R square is only 0,308. It is mean
that J-Rocks Attractiveness and Brand Attitude can explain only 30,8% of purchase intentention of IM3