Salsabila, Khairunnisa Afifa and Listyorini, Sari (2026) THE INFLUENCE OF PACKAGING DESIGN AND BRAND IMAGE ON PURCHASE DECISIONS OF EMINA COSMETICS (A STUDY ON EMINA COSMETICS CONSUMERS IN SEMARANG CITY). Undergraduate thesis, FAKULTAS ILMU SOSIAL DAN ILMU POLITIK UNIVERSITAS DIPONEGORO.

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Abstract

This study highlights the topics regarding the influence of the packaging design
and brand image on purchase decision of the Emina Cosmetics based in
Semarang City. This research also using the methodology of quantitative research
technique through explanatory research. The data collection was collected
through distribution of questionnaires with the total respondents of 120 who have
known and recognized the brand and products for Emina Cosmetics in Semarang
City and is selected using purposive sampling as techniques of this research. The
data was conducted with using the partial least square structural equation
modeling (PLS-SEM) in SmartPLS 4.1.1.8 application version. This research
discusses about the cosmetics industry in Indonesia where the industry is facing
the increasing number of both local and international brands as competitive as it
becoming tougher. In that case, the brands must be considered the consumers
preferences in choosing products based on the condition by determining the
products benefits or pay attention to other than the benefits such as packaging
design and brand image in determining the purchase decision.
The result of this study is shows that packaging design showing positive but
insignificant toward purchase decision while brand image showing positive and
significant toward purchase decision. However, packaging design and brand
image has the ability to improve the influence on purchase decision
simultaneously. Furthermore, research findings regarding packaging design and
brand image have emerged as key factors in influencing purchasing decision,
particularly for Emina Cosmetics, where packaging design combined with brand
image can simultaneously reinforce the brand identity to a valuable asset for the
company in the face of competition within the cosmetics industry.
Keyword: Packaging Design, Brand Image, Purchase Decision, Emina Cosmetic
175 Administrasi Bisnis 2026

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