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JURNAL BISNIS DAN AKUNTANSI
Vol. 14, No. 2a, Is. 6, November 2012, Hlm. 35-48

PENGARUH BRAND FAMILIARITY, BRAND ATTITUDE, BRAND AFFECT, DAN BRAND CREDIBILITY TERHADAP PURCHASE INTENTION

MUWAFFICK HIDAYAT

STIE Trisakti
muwaffick@stietrisakti.ac.id

 

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Official URL:
http://www.tsm.ac.id/JBA/JBAVOL14/PENGARUH BRAND FAMILIARITY, BRAND ATTITUDE, BRAND AFFECT, DAN BRAND CREDIBILITY TERHADAP PURCHASE INTENTION

ABSTRACT:

The purpose of this research is to know the influence of the independent variables which are Brand Familiarity, Brand Attitude, Brand Affect, and Brand Credibility to Purchase Intention of Products Tropicana Slim Classic in South Jakarta. The methods which is used in this research is descriptive and causal research in which variables are measured with 7 point Likert scale. This research used primary data which collected by questionnaire. The research methods for the data analysis is regression which are simple regression and multiple regression. The results of this research is some of the independent variables (Brand Familiarity, Brand Attitude, Brand Affect, and Brand Credibility) have a positive influence to the dependent variable (Purchase Intention) individually and simultaneously.

Keyword :Brand Familiarity, Brand Attitude, Brand Affect, Brand Credibility, Purchase Intention.
 
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