The Influence of Color and Packaging Design on Purchasing Decisions on Emina Cosmetic Products Pengaruh Warna dan Desain Kemasan Terhadap Keputusan Pembelian Pada Produk Emina Kosmetik Section Articles

Abstract

    The aim of this research is to find out whether there is a relationship between the design and color of product packaging on consumers' decisions to buy Emina Cosmetics products. This research used a quantitative method with a purposive sampling technique, where questionnaires were distributed to 30 Emina customers. The data analysis used is multiple regression analysis. The research results show that packaging design and color have a significant influence on consumers' decisions to buy Emina Cosmetic products. Companies are expected to be more careful in developing packaging designs and important components.