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Subagio, Hendrawan Oktavianto
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Journal : JURNAL SAINS PEMASARAN INDONESIA

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STUDI PENGARUH DAYA TARIK J-ROCKS DAN BRAND ATTITUDE TERHADAP MINAT BELI IM3 Subagio, Hendrawan Oktavianto
Jurnal Sains Pemasaran Indonesia (Indonesian Journal of Marketing Science) Vol 9, No 3 (2010): Desember
Publisher : Master of Management Diponegoro University

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (527.694 KB) | DOI: 10.14710/jspi.v9i3.244 - 255

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 examinethe purchase intention of IM3.Findings – This paper finding that purchase intention of IM3 affected by J-Rocks Attractivenessand Brand Attitude.Research Limitations – It is found that the value of adjusted R square is only 0,308. It is meanthat J-Rocks Attractiveness and Brand Attitude can explain only 30,8% of purchase intentention of IM3
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