Penelitian ini bertujuan untuk mengkaji pengaruh green marketing, product quality, dan brand image terhadap purchase intention generasi milenial di IKEA Surabaya. Latar belakang penelitian didasarkan pada meningkatnya kesadaran akan keberlanjutan dan tren furnitur ramah lingkungan. Menggunakan pendekatan kuantitatif dengan 220 responden milenial, data dianalisis melalui regresi linier berganda. Hasil menunjukkan bahwa green marketing dan brand image berpengaruh signifikan terhadap purchase intention, sedangkan product quality tidak. Temuan ini menekankan pentingnya green marketing dan brand image dalam menarik purchase intention milenial, serta perlunya peningkatan edukasi lingkungan dan komunikasi merek.

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 ecofriendly 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.