This study aims to examine the role of product innovation in influencing purchasing decisions with iconic ethnical product as a mediating variable among consumers of Pamekasan batik. Using a quantitative approach, data were collected through a structured questionnaire distributed to Pamekasan batik consumers. The data were analyzed using Structural Equation Modeling (SEM) to test both direct and indirect relationships among variables. The results indicate that product innovation has a significant positive effect on iconic ethnical product, but does not directly influence purchasing decisions. In contrast, iconic ethnical product has a significant positive effect on purchasing decisions and plays a mediating role in the relationship between product innovation and purchasing decisions. These findings suggest that product innovation contributes to purchasing decisions only when it strengthens the iconic and ethnical characteristics of the product, such as cultural symbolism, distinctive motifs, and local identity. The study highlights that consumers of Pamekasan batik place greater emphasis on symbolic value and cultural meaning rather than product novelty alone. The results support Consumer Culture Theory, emphasizing that purchasing decisions for cultural products are shaped by culturally constructed meanings. Practically, this study implies that Pamekasan batik artisans should orient product innovation strategies toward reinforcing iconic ethnical values to enhance consumer purchasing decisions.