THE INFLUENCE OF MINIMALIST PACKAGING DESIGN ON MAKEUP PRODUCTS TOWARDS CONSUMER PURCHASE INTENTION

• Main Author: Inayah Avia Rizky, Derra
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/64401
• Institution: Institut Teknologi Bandung

The rapid growth of the cosmetics industry and the increasing demand upon makeup products are a golden opportunity for makeup businesses to develop their business. The packaging of a makeup product is one of the marketing tools to attract consumers into buying. One of the packaging design styles that are being widely used in makeup products is minimalist design. Minimalists in packaging design are known to use the simplest and fewest elements and ornamentations on a product’s packaging. This study aims to examine the influence of minimalist packaging design on makeup products towards consumer purchase intention. Primary data collection is done through conducting an online survey with 200 respondents and secondary data by obtaining reliable resources. The researcher uses SmartPLS application to analyze the data using SEM-PLS techniques. The result signifies that minimalist packaging has a positive influence on consumer liking for the package, buyer attraction, and product’s brand image. Further, the result also indicates that the brand image of minimalist packaging design on makeup products has a positive influence on consumer purchase intention. The findings of this research are expected to give makeup businesses new perspectives on the importance of packaging design on makeup products and considerations in applying minimalist packaging design to represent a specific brand image. Since packaging designs are continuously evolving, the beneficial use of this research result is assumed to be applicable at a specific period of time particularly during the occurrence of minimalist design trend phenomenon.