Healthy Lifestyle Determines the Purchase of a Bicycle in Indonesia

Purpose: This research was conducted to seek clarity, and find the right solution to answer the problem of why product sales declined while the promotion strategy was carried out intensively. Design/methodology/approach: A sample of 399 respondents was taken proportionally from users of 4 types of polygon bicycles in Indonesia. The sampling method uses proportional random sampling, and the criteria for respondents are bicycle users who are at least 15 years old. The structural equation model used WarpPLS. Findings: The proposed model shows that a healthy lifestyle is the main determinant of consumers in deciding to buy a bicycle. It can also prove that the product attribute as a moderating variable and make a positive contribution to the purchase decision. Practical Implications: Companies should be more inclined to build brand popularity to enhance brand image, so it becomes a reason for consumers to choose. A healthy lifestyle is the main determinant of consumers in deciding to buy a bicycle in Indonesia. Bike to work activities will have a positive impact on reducing air pollution, and improving public health. Originality/value: The new idea proposed is the use of product attributes as moderator variables, and activity, interest, opinion as indicators of a healthy lifestyle. Product attribute is one that consumers consider in deciding to purchase a bicycle.