<![CDATA[This study aims to determine the effect of product and packaging innovation on purchasing interest in Aice ice cream in Bima City. The background to this study stems from the increasing number of ice cream consumers, which has become a staple in some modern societies, as well as increasingly fierce competition between brands. Aice, as a well-known ice cream brand, faces challenges in maintaining its brand image, adjusting prices, and product quality amidst evolving lifestyles. This study used a quantitative approach with an associative method. Data were collected through questionnaires distributed to 96 respondents selected using a purposive sampling method. The data analysis technique used multiple linear regression processed with SPSS version 25 software. The results show that, partially, product and packaging innovation have a significant effect on purchasing interest in Aice ice cream. Similarly, simultaneously, both variables have a significant effect on purchasing interest. The coefficient of determination (R²) of 35.9% indicates that variations in purchasing interest can be explained by product and packaging innovation, while the remainder is influenced by other factors outside this research model. The implications of these results demonstrate the importance of companies focusing on product improvement and lifestyle suitability in their marketing strategies]]>
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