The objective of this study is to analyse the effect of perfume packaging design and
benefits on young consumers buying decision in Indonesia. The respondent of this
research are Indonesian consumers who have ever purchased authentic perfume
product with the total amount of 202 consumers. This study uses descriptive
statistic, regression, and One Way ANOVA that are analysed using SPPS.
From the analysis that have been done in this study, the findings show that:
(1) packaging design (visual and verbal) as well as packaging benefits positively
affect the consumers’ buying decision. (2) There is a difference of consumers’
perception on visual packaging, verbal, and benefits towards buying decision based
on age. (3) There is a difference act on consumers buying decision based on age.
(4) There is a difference of consumers’ perception on verbal packaging towards
xii
buying decision and there is a difference act on consumers buying decision based
on the level of income. (5) There is no difference of consumers’ perception on
visual packaging and packaging benefits towards buying decision based on the level
of income. (6) There is a difference of consumers’ perception on visual packaging,
verbal packaging, and packaging benefits towards consumers buying decision as
well as there is a difference act on consumers buying decision based on the level of
education.