Analysis of Millennial Purchase Intention at IKEA Company in Surabaya Based on Green Marketing, Product Quality, and Brand Image

Abstract

This study aims to examine the influence of green marketing, product quality, and brand image on the purchase intention of millennial consumers at IKEA Surabaya. The research is driven by the growing awareness of sustainability and the rise of eco-friendly furniture. Using a quantitative approach with 220 millennial respondents, the data were analyzed through multiple linear regression. The results show that green marketing and brand image have a significant effect on purchase intention, while product quality does not. These findings highlight the importance of green marketing strategies and brand image in attracting millennial buyers, as well as the need to enhance environmental education and brand communication