Abstract: “The purpose of this study was to find the factors that influence consumer perceptions of sweet potato-based foods product innovation in Province of Yogyakarta. The research method used was survey. The method of data analysis used was EFA (Exploratory Factor Analysis). Based on the review of previous literature, it was found five factors that affect consumers in consuming innovative foods, these factors were novelty and change, variety, processing and technology, origin and ethnicity and convenience. Based on these factors, a set of questionnaires was formulated. Using quota sampling, the questionnaire was divided and distributed to respondents in 3 districts, namely Bantul, Sleman, and Yogyakarta’s city. The survey was conducted twice, first survey involved 318 respondents with 62 indicator questions. The first survey was rotated 6 times. It formed 12 factors, consist of 30 indicators that considered to affect consumer perceptions of sweet potato-based foods product innovation. The KMO”

Keywords: Exploratory Factor Analysis, Consumer Perception, Sweet Potato-based Food, Product Innovation