This study aims to determine the effect of spiritual intelligence, product attributes, product innovation, product attributes, and product innovation moderated by the company's reputation for buying interest in body lotion product HF. This study uses a quantitative method and uses a questionnaire as the data collection technique with 75 samples by using convenience sampling. Data analysis is using PLS-SEM with SmartPLS 3 software. The results obtained from this research are product innovation significantly influences purchase intention. This result also indicates that to increase the customer's interest in buying the product, companies must pay attention to the aspects of product innovation