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All Journal Ascendia: Journal of Economic and Business Advancement
Stephania Deza E Siahaan
Program Studi Administrasi Bisnis
Economics, Econometrics & Finance

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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 Didi Haryadi Mahda Aidil Hanafi