Analysis of Consumer Perception of Minimalist Packaging Design as a Marketing Communication Strategy in Digital Business

The development of digital business is encouraging companies to utilize packaging design as a marketing communication strategy that can attract young consumers through visual displays on digital media. Minimalist packaging design has become a widely used trend because it is considered to create a modern, simple, and professional impression. This study aims to determine consumer perceptions of minimalist packaging design as a marketing communication strategy in digital businesses and analyze the influence of visual communication elements on the appeal of young consumers. The study used a quantitative approach with descriptive methods. Data collection was conducted by distributing questionnaires to 100 young consumer respondents aged 17–30 who actively use digital platforms such as Shopee, TikTok Shop, and Instagram Shopping. Data analysis used IBM SPSS Statistics through validity and reliability tests and descriptive percentage analysis. The results show that minimalist packaging design has a very good perception with an average score of 87%. The study's conclusions confirm that minimalist packaging design is effective as a visual-based marketing communication strategy in the digital business era.