Good quality innovations are needed in every local perfume product, both in domestic and export markets, to attract and increase consumer interest to purchase products in the perfume industry. Despite the attractiveness of the perfume industry, the market penetration rate and the purchase intention of local brand perfumes are still lower than the imported brand products. The literature measures innovativeness primarily based on the product newness to the firm. This research aims to analyze and measure innovativeness as a moderating variable toward purchase intention in the theory of planned behavior (TPB) model, to purchase local brand perfumes in DKI Jakarta. There are 162 data as basic materials for research, obtained from primary data or quantitative data, using purposive or non-probability sampling techniques, and will be processed using the data analysis software SmartPLS modeling method. The finding shows there are several positive significant results such as the attitude variable on purchase intention, subjective norm variable on purchase intention, and perceived behavioral control variable on purchase intention. This research has added many program to enhance the strength relation to gives a strong insight to the business owner or retail industries about customer behavior to get customer satisfaction. Therefore, the owners could make decisions to increase sales and profitability. For future research, there should be focus only one generation (e.g., generation Z) and it is necessary to identify in-depth interviews with business owners or retail industries.