<![CDATA[The increasing competition in the premium motorcycle industry is encouraging manufacturers to understand the factors that influence Consumer Satisfaction, especially for products that serve not only as a means of transportation but also as a Lifestyle symbol. Research on the influence of Lifestyle on Consumer Satisfaction still shows mixed results, particularly considering the role of Perceived Value as a moderating variable. This study aims to analyze the influence of Lifestyle on Consumer Satisfaction and examine the role of Perceived Value in strengthening this relationship among Vespa Matic users in Cimahi City. The study used a quantitative approach with a survey method of 115 respondents selected using a purposive sampling technique. Data were analyzed using multiple linear regression and Moderated Regression Analysis (MRA) with the help of SPSS version 27. The results show that Lifestyle and Perceived Value have a positive and significant effect on Consumer Satisfaction. Furthermore, Perceived Value has been shown to strengthen the influence of Lifestyle on Consumer Satisfaction, as indicated by an increase in the coefficient of determination from 25.7% to 55.5%. These findings indicate that increasing consumer Perceived Value can strengthen the influence of Lifestyle in creating Consumer Satisfaction and provide implications for companies in developing marketing strategies that are oriented towards Lifestyle and creating value for consumers]]>
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