The Influence of Brand Imagery and Packaging on Gen Z’s Indonesian Makeup Brand Purchases

The increasing significance of packaging design in consumer decision-making has garnered attention, particularly in the context of Generation Z’s purchasing behavior. This study investigates the influence of brand imagery and packaging aesthetics on Gen Z’s purchase intentions for local Indonesian makeup brands. As visual elements play a crucial role in shaping consumer perceptions, the research aims to explore how packaging design elements, such as aesthetic appeal, product quality perception, and brand trustworthiness, impact purchase intentions within this demographic. Adopting a quantitative research approach, the study employs an online survey distributed to 297 Indonesian Gen Z consumers. Data analysis was performed using Structural Equation Modeling-Partial Least Squares (SEM-PLS) to assess the relationships between packaging design factors and purchase intention. The results indicate that aesthetic appeal significantly enhances perceived value, which in turn positively influences purchase intention. Additionally, brand imagery was found to have a strong impact on product quality perception and brand trustworthiness. These findings suggest that emotional and psychological factors, conveyed through packaging design, play a pivotal role in shaping consumer behavior. The study provides valuable insights for marketing practitioners, emphasizing the importance of aligning packaging design with the emotional needs and expectations of Gen Z consumers. The research contributes to the broader understanding of how packaging aesthetics can serve as a strategic tool in enhancing brand perception and driving consumer purchasing decisions.