<![CDATA[Competition in Indonesia’s cup instant-noodle market has intensified, as reflected in the decline of Pop Mie’s Top Brand Index from 56.10 in 2023 to 22.40 in 2024. This study examines the effects of product innovation, product availability, and a healthy lifestyle on purchase decisions and repurchase of Pop Mie in Surabaya. Promotion was initially specified in the model but was removed due to multicollinearity with product innovation. A quantitative covariance-based SEM-AMOS approach with maximum likelihood estimation was applied to 126 purposively selected consumers. The final model met goodness-of-fit criteria after respecification. Product innovation has a positive and significant effect on purchase decisions but a negative and significant effect on repurchase. Product availability positively and significantly affects both outcomes. A healthy lifestyle has no significant effect on either outcome. Purchase decisions exert a positive and very strong effect on repurchase. The total effect of innovation on retention is nearly neutral because of inconsistent mediation, whereas product availability is the strongest predictor of repurchase. The findings indicate that innovation is more effective as a trial trigger, while repurchase depends more on on-shelf availability and the strength of the prior purchase decision.]]>
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