<![CDATA[This study aims to analyze the influence of product innovation on the purchase intention of H City Sawangan housing, with social media marketing as a mediating variable. The decline in H City Sawangan’s sales over the past four years, along with consumer perceptions that the housing resembles subsidized housing, highlights the need for more innovative product development and marketing strategies. This research employs a quantitative approach, with data collected through questionnaires distributed to 241 respondents residing in the Depok and South Tangerang areas. Data were analyzed using the Structural Equation Modeling (SEM) method with the Partial Least Squares (PLS-SEM) approach. The results show that product innovation has a positive and significant effect on purchase intention, with a path coefficient of 0.497 and a p-values of 0.000. Furthermore, social media marketing significantly mediates the effect of product innovation on purchase intention for H City Sawangan housing, with a path coefficient of 0.220 and a p-values of 0.000. This study indicate that enhanced product innovation and effective social media marketing strategies are crucial factors in increasing consumer purchase intentions in the property sector.]]>
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