<![CDATA[This study aims to determine the effect of Green Marketing on purchase intention of Ikea products through brand image as an intervening variable. This study used a quantitative method with the analytical technique used, namely Partial Least Square-Structural Equation Model (PLS-SEM) analysis. The sampling technique used is the non-probability sampling technique, with a total of 400 respondents participating. The results of this study are that green marketing has a positive and significant effect on purchase intention, green marketing has a positive and significant effect on brand image, brand image has a positive and significant effect on purchase intention, and green marketing has a positive and significant effect on purchase intention through brand image as an intervening variable on Ikea products.]]>
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