<![CDATA[Abstract : This study aims to investigate the influence of Green Product, Eco-Friendly Packaging, and Green Advertising on purchasing decisions for Wardah products at Guardian Store Palembang Icon. According to a survey conducted by First Insight in collaboration with Baker Retailing Center (Gusmirati, 2024), 75% of consumers prefer products that prioritize sustainability over well-known branded products, indicating that sustainability is a crucial factor in purchasing decisions, especially among young generations. This study used a population of 1,294 people from May 2025 to July 2025 with a sample of 100 people. The results show that Green Product, Eco-Friendly Packaging, and Green Advertising collectively have a positive and significant influence on purchasing decisions. Specifically, Green Product and Green Advertising have a positive and significant impact, while Eco-Friendly Packaging does not have a significant influence on purchasing decisions. Abstrak : Penelitian ini bertujuan untuk menginvestigasi pengaruh Green Product, Eco-Friendly Packaging, dan Green Advertising terhadap keputusan pembelian produk Wardah di Toko Guardian Palembang Icon. Berdasarkan survei yang dilakukan oleh First Insight bersama Baker Retailing Center, sebanyak 75% konsumen lebih memilih produk yang mengutamakan keberlanjutan daripada produk bermerek terkenal, menunjukkan bahwa keberlanjutan menjadi faktor penting dalam keputusan pembelian, terutama di kalangan generasi muda. Penelitian ini menggunakan populasi sebanyak 1.294 orang pada periode Mei 2025 - Juli 2025 dengan sampel 100 orang. Hasil penelitian menunjukkan bahwa Green Product, Eco-Friendly Packaging, dan Green Advertising secara bersama-sama berpengaruh positif dan signifikan terhadap keputusan pembelian. Secara spesifik, Green Product dan Green Advertising memiliki pengaruh positif dan signifikan, sedangkan Eco-Friendly Packaging tidak memiliki pengaruh signifikan terhadap keputusan pembelian ]]>
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