Improving Public Purchase Interest in MSMEs?: The Role of Packaging Design and Product Photos

Author(s): Muhammad Fajar Wahyudi Rahman, Anita Safitri, Riska Dhenabayu, Nadia Nur Thahirrah, Tegar Yudha Pratama

Institution: Universitas Negeri Surabaya, Indonesia

Category: Article, Creativity, Design, Digital, Economy, IJMMU

Topics: Packaging Design; Product Photos; Purchase Interest; MSMEs

Abstract: In the era of globalization and digital economy, MSMEs in Indonesia are faced with the challenge of increasing competitiveness through creativity and innovation. This study discusses increasing public purchasing interest in Micro, Small, and Medium Enterprises (MSMEs) through the role of packaging design and product photos. This study uses a quantitative and qualitative approach with a sample of 30 food and beverage MSMEs in Ketintang Village, Gayungan, Surabaya City. The results of the analysis show that packaging design and product photos have a significant positive effect on purchasing interest. Attractive packaging design can increase the perception of product quality, while high-quality product photos help reduce consumer uncertainty. This study concludes that to increase purchasing interest, MSMEs need to develop capabilities in product design and product photos.

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