The Analysis of Visual Appearance of Coffee Product Packaging on the Purchase Decisions and Brand Image Competition

The coffee shop trend in Indonesia was experiencing significant growth. Coffee shops were becoming popular social spaces, offering a variety of coffee styles, from traditional Indonesian coffee to international favorites. The atmosphere often focused on cozy and aesthetically pleasing interiors, making them popular spots for socializing, working, or simply enjoying a cup of coffee. The visual appearance of coffee packaging was a crucial aspect of a coffee shop’s branding and customer engagement. Somehow, the coffee shop owners sometimes overlooked the importance of the coffee packaging. This article investigated further the influence of visual appearance of coffee packaging on the customers’ purchase decisions and the coffee shop’s brand image. A descriptive qualitative research design was used for this study by conducting a semi-structured interview with the informants. The interviews showed that the visual packaging elements such as color, logo, material, label, shape, and size affected the customers’ purchase decisions and brand image perceptions. In addition, unique and innovative packaging was not just to protect the coffee effectively but also enhanced the brand image of the coffee products and positively gained purchase interest among the customers.