<![CDATA[This study aims to analyze the effect of product innovation on consumer purchase intention, with brand image serving as a mediating variable, within the local culinary business "Keripik Kaca Mah Enung" in Nanggerang Village, Cigalontang District, Tasikmalaya Regency. An explanatory quantitative approach was employed. The study population comprised the entire community of Nanggerang Village, totaling 5,690 individuals. The sample size was determined using the Slovin formula with a 10% margin of error, resulting in 110 respondents selected via incidental sampling. Data collection was conducted using a questionnaire with a 1–5 Likert scale. Data analysis utilized the Partial Least Squares Structural Equation Modeling (PLS-SEM) method with SmartPLS software. The results indicate that product innovation has a positive and significant effect on brand image (β = 0.839; p = 0.000). Product innovation also has a positive and significant effect on consumer purchase intention (β = 0.520; p = 0.000). Furthermore, brand image has a positive and significant effect on consumer purchase intention (β = 0.343; p = 0.000). Mediation analysis confirms that brand image significantly and partially mediates the relationship between product innovation and consumer purchase intention (β = 0.288; p = 0.000). These findings indicate that product innovation—specifically regarding packaging and flavor variety—not only directly boosts purchase intention but also yields more optimal results when successfully translated into a strong brand image perception within the community.]]>
Copyrights © 2026
