International Journal of Social and Management Studies (IJOSMAS)
Vol. 3 No. 2 (2022): April 2022

The Role Of Promotion In Mediation Of Lifestyle And Product Quality On Buying Interest Yamaha NMAX Motorcycles

Dede Suleman (Universitas Pembangunan Jaya)
Yohanes Totok Suyoto (Universitas Pembangunan Jaya)
Zahra Zahra (Universitas Bina Sarana Informatika)
Imelda Sari (Universitas Bina Sarana Informatika)
Amin Setio Lestiningsih (Universitas Bina Sarana Informatika)
Resti Yulistria (Universitas Bina Sarana Informatika)
Indria Widyastuti (Universitas Bina Sarana Informatika)
Raden Ati Haryati (Universitas Bina Sarana Informatika)

Article Info

Publish Date
01 Apr 2022

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.

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Journal Info
International Journal of Social and Management Studies (IJOSMAS)
Website

Abbrev

ijosmas

Publisher

Universitas Pelita Harapan

Subject

Religion Humanities Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Industrial & Manufacturing Engineering Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice

Description

International Journal of Social and Management Studies (IJOSMAS) is a peer-reviewed bimonthly journal that publishes empirical, conceptual and review papers of exceptional quality that contribute to enrich business administration thinking .The objective of the Journal is to disseminate knowledge, ...