<![CDATA[ABSTRACTThis study aims to analyze the effect of product innovation on purchasingdecisions of Wardah products through word of mouth in Brebes Regency. Samples were taken using the purposive sampling method of 100 people. Data were collected using the questionnaire method, namely by providing a list of questions or questionnaires directly to the respondents. The data analysis technique in this study used linear regression analysis with the help of SPSS for windows version 26. The results showed that the product innovation variable and word of mouth had a positive and significant effect on purchasing decisions, and the word of mouth variable was able to mediate between product innovation variables and decisions. purchase.Keywords: Product Innovation, Word of Mouth and Purchase Decision.ABSTRAKPenelitian ini bertujuan untuk menganalisis pengaruh inovasi produkterhadap keputusan pembelian produk wardah melalui word of mouth diKabupaten Brebes. Sampel diambil dengan metode Purposive Sampling 100 orang yang. Data dikumpulkan dengan menggunakan metode kuesioner yaitu dengan memberikan daftar pertanyaan atau kuisioner secara langsung kepada para responden. Teknik analisis data dalam penelitian ini menggunakan analisis regresi linier dengan bantuan SPSS for windows versi 26. Hasil penelitian menunjukkan bahwa variabel inovasi produk dan word of mouth berpengaruh positif dan signifikan terhadap keputusan pembelian, serta variabel word of mouth mampu memediasi antara variabel inovasi produk terhadap keputusan pembelian.Kata Kunci : Inovasi Produk, Word of Mouth dan Keputusan Pembelian.]]>
