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All Journal Ascendia: Journal of Economic and Business Advancement
Mahda Aidil Hanafi
Politeknik Negeri Medan
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.  
Determinan Perilaku Menabung di Kalangan Mahasiswa Perguruan Tinggi di Indonesia Isabella Magdalena Simbolon; Mahda Aidil Hanafi; Melani Simanjuntak
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/rref1w90

Abstract

Student savings behavior is an important indicator in the formation of financial independence and long-term economic readiness among the younger generation. This study aims to examine the determinants of college students' saving behavior in Indonesia by analyzing the role of financial literacy, self-control, social environment, family economic conditions, and the influence of financial digitalization. The research method used is a qualitative approach through a literature study by systematically analyzing various accredited national journal articles, scientific proceedings, and relevant institutional publications. The results and discussion show that financial literacy is a fundamental factor that shapes students' understanding and attitudes towards financial management, while self-control functions as an internal mechanism that maintains consistency in saving behavior amid consumptive pressures and peer influence. Family and social environments also play a role in shaping students' financial habits, while financial digitalization presents opportunities and challenges depending on individuals' literacy and self-control capacities. This study concludes that students' saving behavior is influenced by the multidimensional interaction between cognitive, psychological, social, and structural factors.
Co-Authors Alya Nasyani Purba Didi Haryadi Isabella Magdalena Simbolon Melani Simanjuntak Stephania Deza E Siahaan