The Influence of 'Kecap Sedaap' Sachet Packaging Design on Consumer Purchasing Decisions

Abstract

This study aims to determine the effect of Kecap Sedaap sachet packaging design on purchasing decisions in Dusun Prasian RW 001, Jatian Village, Pakusari District, Jember Regency. The study applies the concept of packaging design as a form of visual communication combined with socio-psychological theory, the AIDA model (Attention, Interest, Desire, Action), and visual communication theory to explain the relationship between consumer perception and purchasing decisions.The research method used is quantitative with a sample of 100 respondents who are consumers of Kecap Sedaap sachet in the research area. The sampling technique applied is simple random sampling, ensuring that every member of the population has an equal chance of being selected as a respondent. Data were collected through observation, questionnaires, and documentation, then analyzed using inferential statistics with SPSS version 25. The results show that packaging design has a significant effect on purchasing decisions, with a t-value of 3.932, which is greater than the t-table value of 1.987, and a significance value of 0.000, which is lower than 0.05. The coefficient of determination (R Square) is 0.148 or 14.8%, indicating a relatively low level of influence.The implication of this study is that packaging design mainly acts as an initial trigger for consumer attention, while purchasing decisions are more strongly influenced by other factors such as usage habits, product availability, and taste preferences. Therefore, companies should not only focus on visual packaging design but also strengthen product experience and distribution strategies.

Keywords: packaging design, visual communication, purchasing decision, AIDA theory, Kecap Sedaap sachet.