STUDI PENGARUH DAYA TARIK J-ROCKS DAN BRAND ATTITUDE TERHADAP MINAT BELI IM3
Published: 30 Dec 2010.
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
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
Keywords: purchase intention, celebrity endorser, brand attitude, IM3
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Section: Research Article
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