<![CDATA[Abstract. This study aims to examine the influence of Product Innovation on Purchase Intention as well as the role of Perceived Value as a moderating variable among Wingman Denim consumers in Bandung. The research applied a quantitativeGamb approach with descriptive-verificative methods. The sampling technique used was purposive sampling, involving 203 respondents who were aware of or had previously purchased Wingman Denim products. Data were collected through questionnaires and analyzed using classical assumption tests, correlation tests, coefficient of determination, simple linear regression, and Moderated Regression Analysis (MRA). The results show that Product Innovation has a positive and significant effect on Purchase Intention, indicating that higher levels of Product Innovation lead to higher consumer Purchase Intention. Perceived Value also has a positive and significant effect on Purchase Intention. However, the results of the MRA test reveal that Perceived Value does not moderate the relationship between Product Innovation and Purchase Intention. This means that although both variables independently influence consumer Purchase Intention, Perceived Value does not strengthen the effect of Product Innovation on consumers’ intention to purchase Wingman Denim products. Abstrak. Penelitian ini bertujuan untuk mengetahui pengaruh Product Innovation terhadap Purchase Intention dengan Perceived Value sebagai variabel moderasi pada konsumen Wingman Denim di Kota Bandung. Metode penelitian yang digunakan adalah pendekatan kuantitatif dengan jenis penelitian deskriptif dan verifikatif. Teknik pengambilan sampel menggunakan purposive sampling dengan jumlah responden sebanyak 203 orang yang mengetahui atau pernah membeli produk Wingman Denim. Pengumpulan data dilakukan melalui kuesioner. Analisis data yang digunakan meliputi uji asumsi klasik, uji korelasi, koefisien determinasi, regresi linear sederhana serta Moderated Regression Analysis (MRA). Hasil penelitian menunjukan bahwa Product Innovation berpengaruh positif dan signifikan terhadap Purchase Intention yang berarti semakin tinggi Product Innovation yang dilakukan Wingman Denim maka semakin tinggi pula niat beli konsumen. Namun demikian, hasil uji MRA menunjukan bahwa Perceived Value tidak mampu memoderasi hubungan antara Product Innovation dan Purchase Intention. Dengan kata lain, meskipun kedua variabel tersebut secara individual berpengaruh terhadap Purchase Intention, Perceived Value tidak memperkuat pengaruh Product Innovation terhadap Purchase Intention.]]>
