THE INFLUENCE OF COLOR SELECTION ON CONSUMER PURCHASING DECISIONS: MARKETING STRATEGY OF COLOR
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This study examines the influence of color selection on consumer purchasing decisions as part of a broader marketing strategy. The objective is to provide market actors with empirical insights into how color choices in product packaging and visual branding can affect consumer behavior. Employing a quantitative research design, the study utilized online survey instruments distributed to 94 respondents selected through the Slovin formula from a population of undergraduate communication science students. The collected data were analyzed using validity and reliability tests, followed by simple linear regression and correlation analysis. Results indicate a significant relationship between color selection and purchasing decisions, evidenced by a Pearson correlation coefficient of 0.685 and a significance value below 0.05. The F-test outcome (F = 81.431; sig. = 0.000) further confirms the hypothesis that color serves as a determining factor in consumer preferences. These findings suggest that color functions not only as an aesthetic element but also as a psychological stimulus capable of influencing brand perception and decision-making processes. Thus, effective color strategies should be considered a critical component in the development of brand identity and product marketing. The study concludes that a deliberate approach to color usage in marketing can strengthen consumer engagement and increase sales performance.
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