Pengaruh Desain Kemasan dan Kualitas Produk terhadap Keputusan Pembelian pada Produk UMKM Makanan Ringan di Medan

Abstract

This study is motivated by the rapid growth of SMEs in Indonesia, particularly within the increasingly competitive snack food sector. In this context, business operators are required to consider factors that can influence consumer purchasing decisions, such as packaging design and product quality. This study aims to analyse the influence of packaging design and product quality  on purchasing  decisions  regarding  SME  snack products  in  Medan.  The  method employed is a qualitative approach involving a literature review through the collection of data from various scientific journals and relevant references. The results of the study indicate that packaging design has a significant influence on purchasing decisions as it is able to attract consumers’ attention  through  visual  aspects  such  as  colour,  shape,  and  design  appeal. Furthermore, product quality also influences purchasing decisions as it reflects the product’s reliability, safety, and ability to meet consumer expectations. Overall, both variables play a crucial role in enhancing consumer purchasing decisions regarding SME snack products.