This research aims to examine the influence of packaging design on perceived product quality, value, brand preference and repurchase intention of candy products in Indonesia. A survey was conducted to collect data from 201 respondents. This study employed Cronbach Alpha to test the reliability and Confirmatory Factor Analysis (CFA) to test the validity of the measurement items. Additionally, Structural Equation Modelling (SEM) was used to test the hypotheses. The results indicate that attitude towards packaging design has a significant and positive relationship toward perceived quality; perceived quality in turn has a significant and positive relationship with perceived value. Additionally, brand preference significantly and positively influence repurchases intention. However, attitude toward visual packaging design does not show any significant relationship toward brand preference and perceived value. Furthermore, perceived quality is found to insignificantly influence brand preference and repurchase intention.