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Aesthetic Packaging and Purchase Intention

Authors

  • Aifa Rozaini Mohd Radzol* Corresponding author | Fakulti Pengurusan dan Perniagaan, Universiti Teknologi MARA (UiTM), Cawangan Kelantan, Machang Kelantan, Malaysia
  • Suchi Hassan Fakulti Hospitaliti, Pelancongan dan Kesejahteraan, Universiti Malaysia Kelantan (UMK), Kampus Kota, Pengkalan Chepa, Kota Bharu Kelantan Malaysia
  • Ida Fatihah Che Shalifullizam Fakulti Hospitaliti, Pelancongan dan Kesejahteraan, Universiti Malaysia Kelantan (UMK), Kampus Kota, Pengkalan Chepa , Kota Bharu Kelantan Malaysia
  • Nik Zirwatul Fatihah Ismail Fakulti Hospitaliti, Pelancongan dan Kesejahteraan, Universiti Malaysia Kelantan (UMK), Kampus Kota, Pengkalan Chepa, Kota Bharu Kelantan Malaysia

DOI:

https://doi.org/10.24191/ijad.v8i2/SI.3700

Keywords:

Aesthetic packaging, Skincare, Colour, Shape, Visual weight, Purchase Intention

Abstract

This research intends to investigate the elements of the aesthetic packaging of skincare products. The research proposed three independent variables namely colour, shape and visual weight, while purchase intention is adopted as a dependent variable. The respondents of this research are millennials who are the users of skincare and also have a purchasing power to choose the skincare products that are appealing to their eyes. The finding expects all the proposed hypotheses are supported and conclusion and recommendation are discussed at the end of the section.

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Published

10.10.2024

Versions

Issue

Vol. 8 No. 2/SI (2024)

Section

Articles

License

Copyright (c) 2024 International Journal of Art and Design

Creative Commons License

This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.