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

Subagio, Hendrawan Oktavianto

JURNAL SAINS PEMASARAN INDONESIA
Vol 9, No 3 (2010): Desember

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