Packaging Design and Brand Visibility: Cultural Identity Effects Among Generation Z Consumers
DOI:
https://doi.org/10.55927/ijsmr.v4i7.90Keywords:
Packaging Design, Brand Visibility,Purchase IntentionAbstract
This study examines the influence of packaging visual design elements (color, shape, typography, and logo placement) on brand visibility and purchase intention among Generation Z consumers in the Indonesian local beauty industry. Extending Stimulus-Organism-Response (SOR) theory, this research introduces cultural identity as a moderating factor and integrates cultural branding into packaging design literature. A mixed-methods approach is proposed, involving expert interviews (n=15), focus groups with Gen Z consumers (n=60), and a survey analyzed using Structural Equation Modeling (target n=400). The findings are expected to show that culturally integrated packaging designs enhance brand visibility and purchase intention, providing practical guidelines for Indonesian beauty brands to strengthen differentiation and consumer engagement.
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