ABSTRACT
Developments of small- and medium-sized enterprises (SMEs) of the Jamu industry in Jakarta—known as Jamu Kekinian, cannot be separated from the appearance of the packaging design. Packaging design not only serves as a protection but also adds aesthetic value to a product. One of the pioneers of Jamu Kekinian in Jakarta is Suwe Ora Jamu Houseblend that has been quite popular among the millennials since 2013. This study aims to determine the consumer aesthetic response of “jamu kekinian” based on its packaging design. The analysis method used a Semantic Differential Scale to measure the aesthetic response or packaging appearance based on visual evaluation, potential, and stimulative aesthetic factors. Based on a survey of 150 respondents, female consumers are more welcoming about adopting the appearance of Suwe Ora Jamu Houseblend product packaging than male consumers.
