The Role of Product Packaging on Consumer Purchase Decisions for Regional Typical Foods

Abstract

Product packaging plays an essential role ini shaping consumer perceptions and influencing purchasing decisions, particulary for traditional regional food products. Packaging not only function as protective medium but also serves as a visual communication tool represents cultural identity dan local values. This study aims to systematically review the influence of packaging design and its element on purchasing decisions of regional food products using literatur view menthod. Date were collected from relevant natinal journals obtained through various sources such as Garuda and Publis or Perish. The findings indicate that both visual and verbal elements of packaging such as color, shape, typography, materials and product information significantly affect consumer perceptions and buying interest. Packaging that incorporates local cultural elements and aeshthetic design can echance the competitiveness of regional culinary MSME products, strengthen brand image, and encourage purchasing decisions. Therefore, packaging design that is informative, attractive, and reflective of vocal wisdom serves as an effective strategy to increase the market value and sustainability of traditional regional food products.