PENGARUH ESTETIKA ILUSTRASI, PACKAGING EKSKLUSIF, DAN MERCHANDISE PREMIUM TERHADAP KEPUTUSAN PEMBELIAN NOVEL PREMIUM PADA PENERBIT INDIE LOGOPHILE
Indonesia
Keywords:
Illustration Aesthetics; Exclusive Packaging; Purchase DecisionAbstract
The development of premium novels encourages publishers to offer products that provide not only compelling stories but also visual appeal and additional value for consumers. Logophile, as an independent publisher, presents premium novels through aesthetic illustrations, exclusive packaging, and premium merchandise as part of the purchasing experience. This study aims to analyze the effects of Illustration Aesthetics, Exclusive Packaging, and Premium Merchandise on consumers’ Purchase Decisions regarding Logophile premium novels. This research employed a quantitative approach using a survey method. The respondents were consumers who had purchased Logophile premium novels and were selected using purposive sampling. Data were collected through a Likert-scale questionnaire and analyzed using multiple linear regression, partial testing, and simultaneous testing. The findings show that Illustration Aesthetics has a positive effect on Purchase Decisions and represents the most dominant variable. Exclusive Packaging also has a positive effect on Purchase Decisions by increasing product appeal and creating a premium impression. Premium Merchandise likewise has a positive effect by providing additional value to consumers. Simultaneously, the three variables influence Purchase Decisions. The study concludes that the combination of visual appeal, exclusive packaging, and premium merchandise can strengthen the attractiveness of Logophile premium novels and encourage consumers’ purchasing decisions.
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