The Influence of Aesthetic Packaging on Students’ Purchasing Interest: An Educational Perspective on Consumer Behavior and Entrepreneurship Learning

Hidayatul Ma'rifah (Universitas Syiah Kuala)
Apriana Ika Safitri (Universitas Syiah Kuala)
Alfhazinal Alfhazinal (Universitas Syiah Kuala)

Indonesian Journal of Educational Sciences and Research
Vol. 1 No. 2 (2026): April, Innovations in Educational Sciences and Learning Research

This article discusses aesthetic packaging in marketing, not just product wrapping, but also becoming part of how brands communicate with consumers. Several Indonesian journals show that attractive packaging can provide a stronger initial impression, help the product appear more convincing, and ultimately encourage purchase intention. The studies referenced in this manuscript confirm that elements of color, shape, size, material, typography, labels, and product information all play a role in shaping consumer interest. A study on the product "Legit" found that packaging significantly influenced purchase intention, even through product quality as a mediating variable. Other studies on cosmetic products and packaged food/beverages also showed that visual design of packaging and labeling significantly influenced purchase intention. Based on this literature review, it can be concluded that aesthetic packaging is worthy of being considered as a strategic marketing tool, especially for products competing in crowded markets and sensitive to visual appearance.