The Role of Promotion In Mediation of Lifestyle and Product Quality on Buying Interest Yamaha NMAX Motorcycles

Suleman, Dede and Suyoto, Yohanes Totok and Zahra, Zahra and Sari, Imelda and Lestiningsih, Amin Setio and Yulistria, Resti and Widyastuti, Indria and Haryati, Raden Ati (2022) The Role of Promotion In Mediation of Lifestyle and Product Quality on Buying Interest Yamaha NMAX Motorcycles. INTERNATIONAL JOURNAL OF SOCIAL AND MANAGEMENT STUDIES (IJOSMAS), 003 (002). pp. 234-245. ISSN 2775-0809

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Abstract

Abstract — The purpose of this study was to examine and analyze the effect of lifestyle and product quality on interest in buying Yamaha NMAX motorcycles with promotion as a mediating variable. Data were collected through questionnaires to 55 respondents who owned Yamaha NMAX motorcycles in Jakarta, data collection used purposive sampling technique. The collected data is processed by using the Structural Equation Model (SEM) analysis method with the SmartPLS 3.0 software tool. The results show that lifestyle has a significant effect on promotion and buying interest, product quality has a significant effect on promotion and buying interest, promotion does not significantly affect buying interest, promotion is not a good mediating variable on buying interest.

Item Type:	Artikel
Uncontrolled Keywords:	Promotion, Lifestyle, Product Quality, Buying Interest
Subjects:	T Technology > TL Motor vehicles. Aeronautics. Astronautics
Divisions:	Fakultas Humaniora dan Bisnis > Prodi Manajemen
Depositing User:	Admin Repository
Date Deposited:	15 Feb 2023 01:51
Last Modified:	15 Feb 2023 01:51
URI:	http://eprints.upj.ac.id/id/eprint/4422

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