Abstract:
The purpose of this study was to examine how customer purchase intention is impacted by cosmetic product packaging. The study takes into account customer purchase intention as the dependent variable and packaging color, wrapping design, background image, font style, packaging material, printed information, innovation, and brand as the independent variables. The study used a survey approach with a series of 5-point Likert scale questionnaires, employing an explanatory and descriptive research design. 369 questionnaires in all were sent out to various residents of Ambo town (Oromia). A total of 350 surveys were returned for data processing, yielding a 95% response rate. Just 350 of the data entered were used for statistical analysis using SPSS version 27. Descriptive and inferential statistics like mean, standard deviation, correlation, and regression were used to examine the acquired data. The study's conclusion demonstrates that customers' intentions to purchase cosmetic items are strongly influenced by the packaging's color, innovation, background image, font style, packaging material, and brand. The printed information and packaging design of the packaging do not significantly affect the intention of the buyer to purchase. Consequently, in order to grow their market share and sales volume, cosmetic product makers should pay close attention to packaging factors that impact consumers' intentions to purchase the product. Innovative packaging that uses technology as well as visually appealing packaging that is simple to recall can encourage consumers to purchase a product. Packaging, thus, plays a significant role in marketing communications, particularly at the point of sale, and it may be considered one of the key elements affecting consumers' decision to make a buy
