The findings come as Indonesia’s automotive market continues to grow. Passenger vehicles in the country increased from 16.4 million units in 2021 to nearly 19.9 million units in 2024, based on Central Statistics Agency data cited by the researchers. The expanding market also means manufacturers face increasingly strong competition for consumers.
Suzuki introduced the Fronx in Indonesia in 2025, offering a modern design and advanced features. However, the researchers noted that sales increased during the vehicle’s initial launch period before declining in subsequent months. The change raised questions about what factors could strengthen consumers’ willingness to purchase the model.
Quality Plays a Key Role
Ningsih and Nurtjahjadi examined product quality through five dimensions considered relevant to the Suzuki Fronx: performance, features, reliability, durability, and aesthetics.
Performance refers to the vehicle’s ability to perform its primary functions. Features represent characteristics that add value and functionality, while reliability concerns consistent performance without problems. Durability relates to the vehicle’s ability to remain functional over time, and aesthetics covers its visual appeal.
The statistical analysis found a positive and significant relationship between product quality and purchase intention.
Product quality had a regression coefficient of 0.539, while its significance value was 0.000. The calculated t-value was 6.322, exceeding the critical value of 1.988. These results indicate that consumers who perceive the Suzuki Fronx as having better quality tend to show stronger intentions to purchase it.
For automotive manufacturers, the result emphasizes the importance of maintaining tangible product attributes. Performance, technology, design, reliability, and durability can contribute to consumers’ perceptions of whether a vehicle meets their expectations.
Lifestyle Also Influences Consumers
The study found that lifestyle is another significant determinant of purchase intention.
Lifestyle describes how individuals live, including their activities, interests, and opinions. In the context of car purchases, consumers may therefore consider whether a vehicle fits their daily routines, preferences, and personal image, rather than evaluating it solely as a means of transportation.
Lifestyle recorded a regression coefficient of 0.432 and a significance value of 0.000. Its t-value reached 7.620, also exceeding the critical value of 1.988. The result confirms a positive and statistically significant relationship between lifestyle and Suzuki Fronx purchase intention.
According to the interpretation provided by Ningsih and Nurtjahjadi, consumers are more likely to be attracted to products that correspond with their activities, desires, and self-image. The Suzuki Fronx can consequently be perceived not only as a mobility solution but also as a product compatible with consumers’ lifestyles.
Two Factors Explain 76.3% of Purchase Intention
The researchers then examined product quality and lifestyle simultaneously. The combined effect was positive and statistically significant.
The F-test produced a value of 139.954, with a significance level of 0.000. Because the significance level was below 0.05, the analysis supports the conclusion that product quality and lifestyle jointly influence consumers’ purchase intention.
The model produced an R² of 0.763, meaning product quality and lifestyle accounted for 76.3% of the variation in purchase intention. The remaining 23.7% was associated with other factors outside the model.
The research involved 90 respondents in Bandung. Participants were at least 25 years old, lived in Bandung, and either expressed an interest in purchasing a Suzuki Fronx or were considered potential buyers. Data were collected through an online questionnaire distributed using Google Forms and analyzed using multiple linear regression with SPSS version 26.
What the Findings Mean for Automotive Businesses
The findings suggest that automotive companies need to combine product development with marketing strategies that reflect consumers’ lifestyles.
Ningsih and Nurtjahjadi recommend continued improvements in vehicle performance, features, design, and durability. At the same time, companies can develop marketing campaigns through digital media and promotions that are aligned with the lifestyles of their target consumers.
The researchers’ findings therefore point to two connected elements in automotive marketing: what the vehicle offers and how well it fits the consumer. A vehicle may attract stronger purchase interest when consumers perceive its quality positively and see the product as compatible with their lifestyle.
However, the researchers also identify limitations. The study involved only 90 respondents and was conducted in a single geographic area, Bandung. It also examined only product quality and lifestyle. As a result, the findings should not automatically be generalized to all Indonesian consumers.
Future research could examine additional factors such as price, brand image, promotion, and perceived quality. Expanding the geographical coverage and increasing the number of respondents could also provide broader evidence about consumer demand for the Suzuki Fronx and other vehicles.
Author Profile
Risha Fatimah Wahyu Ningsih is affiliated with the Faculty of Economics and Business, Jenderal Achmad Yani University, Indonesia. She is the corresponding author of the article.
Edi Nurtjahjadi is also affiliated with the Faculty of Economics and Business, Jenderal Achmad Yani University, Indonesia.
The article identifies their university affiliation but does not provide their academic degrees or detailed individual professional expertise. Therefore, those details are not added here to avoid introducing unsupported information.
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