This study aims to know and analyze the influence of product innovation and lifestyle on perceived quality, the influence of product innovation and lifestyle on buying interests as well as the influence of perceived quality on buying interest in Sukarara Songket, Central Lombok. Quantitative research with a causality approach which had a sample of 120 Art Shop visitors in Sukarara Village, West Nusa Tenggara, Indonesia. The sample criteria, which were at least 20 years old, came from outside

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... arara Village and prospective final customers (not resellers). The sampling technique used non probability sampling, namely purposive sampling technique. This study collecting data through interviews, questionnaires and observations. Data analysis techniques in this study used PLS (Partial Least Square) analysis with the SmartPLS software. The results showed that product innovation and lifestyle had an effect on perceived quality. Product innovation had no effect on buying interests. Lifestyle had an effect on buying interests and perceived quality had an effect on buying interests. KEY WORDS Product innovation, lifestyle, perceived quality, interest to buy, songket.