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

*Hendrawan Oktavianto Subagio  -  Magister Manajemen Universitas Diponegoro, Indonesia

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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
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Keywords: purchase intention, celebrity endorser, brand attitude, IM3

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Section: Research Article
Language : IN
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