<![CDATA[This study aims to find out how the influence of product innovation on product purchasing decisions at afour pinky beauty in Barru district. This research uses quantitative research methods. Data collection techniques carried out are through observation, questionnaires, and documentation. The sample used in this study was 89 consumers of Afour Pinky Beauty in Barru District. The data obtained from the research results were processed using data analysis and using the SPSS 25 application which consisted of validity tests, reliability tests and descriptive statistical analysis and inferential analysis of the data obtained. The results showed that product innovation and purchasing decisions for afour pinky beauty variables in Barru district had a significant influence. This was proven based on the results of a simple linear regression test and a correlation coefficient test of 0.736, which means that the relationship between product innovation and purchasing decisions is strong. And the determinant coefficient test ????2 was obtained at 0.542, which means that the effect of product innovation on purchasing decisions for Afour Pinky Beauty products in Barru Regency obtained a value of 54.2% while the remaining 45.8% was influenced by other factors.]]>
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