Are Colors Influential in Changing the Attitudes and Behaviors of Customers in Their Purchase Decision-Making?

Color is a paramount factor that significantly influences the attractiveness of product. This study investigates impact colors on human perception and their subsequent attraction to different colors, ultimately leading product purchase decisions. The research methodology involved collection data from 406 customers in Saudi Arabia, utilizing convenience sampling approach coupled with correlation causal design. A survey questionnaire was employed gather necessary data, which subsequently analyzed using PLS-SEM (Partial Least Squares Structural Equation Modeling) software. findings reveal positive statistically significant relationship between various factors purchasing behavior, including mood regulation (0.048, p < 0.05), individual characteristics (0.056, perceived usefulness (0.065, ease-of-use (0.146, instant gratification (0.067, compatibility (0.567, 0.05). Therefore, based these outcomes, it can be concluded results derived color possess qualities are media-friendly provocative, exerting substantial influence audience effectively stimulating purchases.