The Effect of Perceived Technological Innovation and Product Quality on Consumer Purchase Intention for Hit Mosquito Repellent

Purpose:This study examines the individual and simultaneous effects of perceived technological innovation and product quality on consumer purchase intention for HIT mosquito repellent in Sukabumi City and Regency, Indonesia.Methodology:A quantitative associative survey was conducted with 100 purposively selected consumers who had purchased or used HIT mosquito repellent. Data were collected using five-point Likert questionnaires and examined through instrument testing, assumption diagnostics, multiple linear regression, t-tests, and an F-test.Findings:Perceived technological innovation (B = 0.429, t = 5.270, p < 0.001) and product quality (B = 0.264, t = 3.680, p < 0.001) were positively associated with purchase intention. The joint model was significant (F(2, 97) = 58.017, p < 0.001), explaining 54.5% of the variance (R² = 0.545).Implication:HIT marketers should communicate tangible innovation benefits and reinforce perceived quality through credible product information and demonstrable performance.