<![CDATA[This study aims to analyze the influence of product innovation and price on the purchasing decisions of Momoyo customers at the Tembalang outlet. This research employs a quantitative approach with an associative research design. Data were collected through questionnaires distributed to 100 Momoyo customers selected using a non-probability sampling technique. Data analysis included validity and reliability tests, classical assumption tests, multiple linear regression analysis, t-test, F-test, and coefficient of determination using SPSS. The results show that product innovation has a positive and significant effect on purchasing decisions. Price also has a positive and significant effect on purchasing decisions. Simultaneously, product innovation and price have a positive and significant effect on purchasing decisions. These findings indicate that product variety and novelty, unique product appearance, price affordability, and price compatibility with product quality are important factors in strengthening customers’ purchasing decisions. Therefore, Momoyo needs to continuously maintain product innovation and implement competitive pricing strategies to strengthen customer purchasing decisions and remain competitive in the Tembalang market.]]>
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