PENGARUH DAYA TARIK VISUAL KEMASAN TERHADAP MINAT BELI KONSUMEN PADA PRODUK MAKANAN DAN MINUMAN

Abstract

This study aims to analyze the influence of visual packaging appeal on consumers’ purchase intention for food and beverage products through a literature review approach. In an increasingly competitive market, packaging not only functions as a means of product protection but also serves as a marketing communication tool that can attract consumers’ attention. The research method employed is qualitative, using data collection techniques in the form of documentation studies from various sources such as scientific journals, books, and relevant articles. The collected data were analyzed descriptively by synthesizing the findings of previous studies. The results indicate that visual packaging elements such as color, design, typography, and illustrations have a significant influence on consumer perception and can enhance purchase intention. Color is proven to be the dominant factor in attracting initial attention, while design and illustrations strengthen product identity. Furthermore, visually appealing packaging can improve perceived quality and consumer trust in the product. Therefore, it can be concluded that visual packaging appeal plays an important role in influencing consumer purchasing decisions, particularly in food and beverage products. This study is expected to serve as a reference for business practitioners in designing effective packaging strategies.