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Purchase Intention Towards Korean Products Among Generation Y In Malaysia

Table 1:

Model Unstandardized Coefficients Standardized Coefficients t p-value
B Std. Error Beta
(Constant) -0.139 0.172 -0.806 0.421
Social Influence -0.098 0.092 -0.093 -1.067 0.288
Attitude towards Korean entertainment media 0.618 0.111 0.557 5.542 0.000
Attitude towards Korean celebrities 0.468 0.063 0.438 7.442 0.000
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