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All Journal Ascendia: Journal of Economic and Business Advancement
Didi Haryadi
Politeknik Negeri Medan
Economics, Econometrics & Finance

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Pengaruh Belanja Online terhadap Perilaku Komsumtif pada Mahasiswa di Kota Medan Didi Haryadi; Dwita Anggriani Sitorus; Esra Fania Silitonga
Journal of Economic and Business Advancement Vol. 1 No. 2 (2025): December: Ascendia: Journal of Economic and Business Advancement
Publisher : CV SCRIPTA INTELEKTUAL MANDIRI

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.65310/pajgm390

Abstract

This study examines how online shopping contributes to the development of consumptive behavior among university students in Medan, emphasizing the role of digital platforms, promotional strategies, and psychological drivers that influence purchasing decisions. The results show that students increasingly engage in online transactions due to ease of access, persuasive product visuals, and continuous exposure to promotional content that stimulates emotional and impulsive responses. External factors such as live commerce, influencer endorsements, integrated marketing communication, and financial technology services further reinforce students’ purchase intentions by creating a seamless and appealing digital shopping environment. The findings indicate that repetitive purchases often arise not from genuine needs but from stimuli such as attractive discounts, aesthetic product displays, and the convenience of digital payment systems. The study also highlights that self-control becomes a key moderating factor in managing impulsive tendencies triggered by online shopping features. These insights underscore the need for stronger digital literacy and financial awareness so that young consumers can make more rational decisions and avoid excessive spending patterns shaped by online marketplaces.
Pengaruh Estetika Kemasan Terhadap Keputusan Pembelian Produk Skincare Lokal di Kalangan Mahasiswa Alya Nasyani Purba; Stephania Deza E Siahaan; Didi Haryadi; Mahda Aidil Hanafi
Journal of Economic and Business Advancement Vol. 1 No. 2 (2025): December: Ascendia: Journal of Economic and Business Advancement
Publisher : CV SCRIPTA INTELEKTUAL MANDIRI

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.65310/2vpq4n34

Abstract

This study examines the influence of packaging aesthetics on the purchasing decisions of university students who use local skincare products. As competition in the Indonesian skincare market intensifies, visual elements such as color composition, container shape, typography clarity, and overall design harmony increasingly shape consumer perception. A quantitative descriptive method was applied, involving 26 respondents selected through purposive sampling, with data collected via a Likert-scale questionnaire that measured perceptions of packaging aesthetics and purchasing decisions. The findings reveal that color composition and container shape are the most influential aesthetic components, indicating the strong role of visual cues in attracting initial consumer attention. Meanwhile, purchasing decision indicators show that visual appeal contributes significantly to early interest and product comparison, although it is not the dominant factor in motivating consumers to try unfamiliar products. Overall, the results underline that aesthetic packaging enhances perceived value, strengthens brand credibility, and reinforces emotional associations that guide purchasing preferences among young consumers. These insights highlight the strategic importance of visual design in the marketing of local skincare products.  
Co-Authors Alya Nasyani Purba Dwita Anggriani Sitorus Esra Fania Silitonga Mahda Aidil Hanafi Stephania Deza E Siahaan