The Influence of Product Quality and Lifestyle on the Intention to Purchase a Suzuki Fronx Car

Risha Fatimah Wahyu Ningsih; Edi Nurtjahjadi

doi:10.55927/fjmr.v5i8.126

Authors

Risha Fatimah Wahyu Ningsih Jenderal Achmad Yani University
Edi Nurtjahjadi Jenderal Achmad Yani University

DOI:

https://doi.org/10.55927/fjmr.v5i8.126

Keywords:

Product Quality, Lifestyle, Purchase Intention, Suzuki Fronx, Consumer Behavior

Abstract

Increasingly fierce competition in the automotive industry has prompted the Company to understand the various factors that can influence the influence of product quality and way of living on purchase intention for the Suzuki Fronx in Bandung, based on the theoretical framework of product quality, lifestyle, and purchase intent according to Kotler and Keller, and supported by relevant prior research. This study uses a questionnaire instrument for data quantitative method. A questioners given to 90 purposefully chosen participants yielded primary data examined using multiple linear regression with the help of SPSS version 26. The results of the study indicate that product quality and lifestyle have a positive and significant effect purchase intention, either partially or simultaneously, with a coefficient of determination of 76.3%. Thus, improving product quality supported by marketing strategies aligned with consumers’ lifestyles can increase purchase interest in the Suzuki Fronx.

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