This study aims to find out how the influence of consumer innovation on buying intentions of Samsung smartphone products is mediated by attitude. The research method used is a quantitative method used to examine a particular population or sample. Sampling is done by non-probability method with a number of respondents as many as 150 respondents who have or have never made a purchase on a Samsung smartphone product. The method of data analysis in this study is the tiered regression analysis that was previously performed with the instrument test, classic assumption test, tiered linear test, Goodness of Fit, t test and the coefficient of determination test. The results showed that (1) consumer innovation had a positive effect on attitude, this was evidenced by tcount> ttable and p-value ttable and p-value ttable and p-value <0.05. (4) the attitude of mediating fully (full mediated) consumer innovativeness towards purchase intention, full mediation (full mediated) occurs if the influence of consumer innovativeness variables on the purchase intention variable which was initially significant becomes no significant effect when the attitude variable is regressed together. The results of the analysis show the indirect effect, BootLLCI value = 0.2531 and BootULCI = 0.5292 above 0, then the attitude variable is proven to mediate
