<![CDATA[Industri kosmetik lokal di Indonesia terus menunjukkan perkembangan yang signifikan, terutama dalam satu dekade terakhir, seiring meningkatnya kesadaran konsumen terhadap penampilan dan gaya hidup modern. Generasi Milenial dan Gen Z sebagai konsumen utama memiliki karakteristik unik, yaitu cenderung kritis, rasional, dan visual-oriented dalam mengambil keputusan pembelian. Bagi mereka, estetika kemasan tidak hanya sekadar pelindung produk, tetapi juga simbol kualitas, identitas merek, serta faktor emosional yang dapat membangkitkan minat beli. Di sisi lain, harga dipandang sebagai ukuran rasionalitas yang menentukan apakah suatu produk dianggap layak dibeli berdasarkan manfaat dan kualitas yang diterima. Penelitian ini bertujuan untuk menguji dan menganalisis pengaruh estetika kemasan dan harga terhadap keputusan pembelian produk kosmetik OMG di Kelurahan Sukabumi Utara. Metode penelitian yang digunakan adalah kuantitatif dengan desain asosiatif kausal, melibatkan 110 responden dari kalangan Milenial dan Gen Z yang pernah membeli produk OMG. Sampel ditentukan dengan teknik purposive sampling. Data dikumpulkan melalui kuesioner berskala Likert, kemudian dianalisis menggunakan SPSS versi 26 melalui uji validitas, reliabilitas, asumsi klasik, regresi linier berganda, uji t, uji f, serta koefisien determinasi. Hasil penelitian menunjukkan bahwa baik secara parsial maupun simultan, estetika kemasan dan harga berpengaruh positif dan signifikan terhadap keputusan pembelian. Harga memiliki pengaruh dominan dengan nilai determinasi 56,8%, sedangkan kontribusi simultan keduanya mencapai 59,5%. Hasil ini mengimplikasikan bahwa strategi pemasaran produk kosmetik lokal, khususnya OMG, harus mengintegrasikan kekuatan visual kemasan yang kreatif dengan strategi harga yang kompetitif agar mampu menarik dan mempertahankan konsumen muda. Penelitian ini juga memberikan kontribusi teoritis dengan memperkuat literatur mengenai perilaku konsumen di era digital, serta manfaat praktis bagi perusahaan dalam merancang strategi pemasaran yang efektif. The local cosmetic industry in Indonesia has continued to show significant developments, especially in the last decade, as consumer awareness increases in modern appearance and lifestyle. Millennial generation and Gen Z as the main consumers have unique characteristics, which tend to be critical, rational, and visual oriented in making purchasing decisions. For them, the aesthetics of packaging are not only product protectors, but also quality symbols, brand identity, and emotional factors that can arouse buying interest. On the other hand, Prices are seen as a measure of rationality that determines whether a product is considered feasible based on the benefits and quality received. This study aims to test and analyze the influence of the aesthetic packaging and price on the decision to purchase OMG cosmetic products in North Sukabumi Village. The research method used is quantitative with causal associative design, involving 110 respondents from millennials and Gen Z who have bought OMG products. The sample is determined by the purposive sampling technique. Data was collected through a Likert -scale questionnaire, then analyzed using SPSS version 26 through the validity test, Reliability, classical assumptions, multiple linear regression, T test, F test, and coefficient of determination. The results showed that both partially and simultaneously, packaging aesthetics and prices had a positive and significant effect on purchasing decisions. Prices have a dominant effect with a determination value of 56.8%, While the simultaneous contribution both reached 59.5%. These results imply that the marketing strategy of local cosmetic products, especially OMG, must integrate creative visual packaging power with a competitive price strategy to be able to attract and maintain young consumers. This study also provides a theoretical contribution by strengthening literature on consumer behavior in the digital age, as well as practical benefits for companies in designing effective marketing strategies.]]>
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