<![CDATA[This study aims to analyze the effects of Green Product and Product Innovation on the Purchase Decisions of Nusareco consumers in Makassar City. The study employed a quantitative approach with an associative research design. The sample consisted of 45 respondents selected through purposive sampling. Data were collected using questionnaires and analyzed through validity tests, reliability tests, classical assumption tests, and multiple linear regression analysis with the assistance of SPSS. The results showed that (1) Green Product had a positive and significant effect on Purchase Decisions and exerted the strongest influence, (2) Product Innovation had a positive and significant effect on Purchase Decisions, and (3) Green Product and Product Innovation simultaneously had a positive and significant effect on the Purchase Decisions of Nusareco consumers in Makassar City. The adjusted R-squared value of 0.943 indicated that the two variables explained 94.3% of the variation in Purchase Decisions, while the remaining 5.7% was influenced by other factors outside the study. These results highlight the importance of implementing the Green Product concept and developing product innovations to encourage purchase decisions. Nusareco should strengthen information about the environmental benefits of its products and continue improving product design, variety, and quality according to consumer needs.]]>
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