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This is a Quantitative Study study.

September 12, 2025Open Access

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

Key Points

Green marketing significantly influences purchase intention in millennial consumers, emphasizing the power of eco-friendly messaging.
Brand image also has a strong impact on purchase intention, reinforcing the need for effective brand positioning.
Product quality, while important, does not significantly affect purchase intention among millennials in this context.
The quantitative analysis involved 220 millennial respondents, highlighting their unique perspectives on sustainable products.

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

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

Key Points

Abstract

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