<![CDATA[In this study, the aim of this study is to find out Green Product, Green Promotion, and Green Brand Image towards Green Purchase Intention in Innisfree consumers in Cirebon City. This study used a quantitative approach of associative clauseal design with 100 respondents selected through purposive sampling. The data were collected using a Likert scale questionnaire and analyzed using multiple linear regression with the help of SPSS. Green Product partially has no positive effect on Green Purchase Intention. Meanwhile, Green Promotion and Green Brand Image partially have a positive and significant effect on Green Purchase Intention. Simultaneously together it has a significant impact on green purchase intention. R2 shows that 88.2% of the variation in Green Purchase Intention and the rest is influenced by other variables. These findings confirm that promotion and environmentally friendly brand image are key factors in encouraging green purchase intentions, while green products have not yet become the main consideration of Innisfree consumers in Cirebon City in determining purchase intentions]]>
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