The golden langkawi box melon is a horticultural product that attracts consumer attention because of its uniqueness and quality. This golden langkawi box melon has considerable market potential both at the local and regional levels with high demand. This research is a type of quantitative research that aims to analyze the effect of the exogenous latent variable Product Quality (X1) on the endogenous latent variable Purchase Interest (Y), and analyze the effect of the exogenous latent variable Price (X2) on the endogenous latent variable Purchase Interest (Y). This research was conducted at the Sidoarjo TPH Agribusiness Development Unit. The sampling technique used non-probability sampling with purposive sampling method as many as 96 respondents. Data analysis in this study used SEM - PLS analysis with the help of the SmartPLS 4.0 application. The results of this study indicate that product quality has a positive and significant effect on purchase intention, and price has a positive and significant effect on purchase intention.