Persaingan industri dengan jenis produk yang sama menuntut produsen untuk memikat hati konsumen, persaingan ini menimbulkan terjadinya implusive buying atau pembelian spontan secara tidak terencana. Salah satu faktor penentu terjadinya implusive buying yaitu desain kemasan, semakin menarik desain kemasan maka semakin tertarik pula konsumen untuk membeli produk tersebut. Penelitian ini bertujuan untuk menganalisis pengaruh desain kemasan terhadap implusive buying, menggunakan 4 uji, uji deskriptif statistik, uji regresi linier berganda, uji independent sample t-test dan uji one way anova. Dari penelitian ini didapat bahwa faktor desaian kemasan (tipografi, warna, citra, struktur dan material) berpengaruh sebesar 50,2% terhadap terjadinya implusive buying. Variabel warna dan citra berpengaruh secara parsial terhadap implusive buying dengan nilai 2,59 dan 2,747. Berdasarkan perbedaan jenis kelamin dan usia tidak memiliki perbedaan penilaian terhadap variabel yang diujikan.

Industrial competition with the same type of product requires manufacturers to capture the hearts of consumers, this competition leads to impulsive buying or spontaneous purchases. One of the determinants of implusive buying is the packaging design, the more attractive the packaging design the more interested the consumers to buy the product. This study aims to analyze the influence of packaging design on implusive buying, using 4 test, statistical descriptive test, multiple linear regression test, independent sample t-test and one way anova test. From this research, it can be found that the packaging decoding factor (typography, color, image, structure and material) has an effect of 50.2% on the occurrence of implusive buying. Color and image variables partially influence implusive buying with values of 2.59 and 2.747. Based on gender and age differences there is no difference in the assessment of the variables tested.

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