PENGARUH KOMUNIKASI VISUAL AKUN INSTAGRAM @IDEA.SOUVENIRPROMOSI TERHADAP MINAT BELI (SURVEI PADA PENGIKUT AKUN INSTAGRAM @IDEA.SOUVENIRPROMOSI)

Frengky Septiyan, NIM.: 20107030005 (2024) PENGARUH KOMUNIKASI VISUAL AKUN INSTAGRAM @IDEA.SOUVENIRPROMOSI TERHADAP MINAT BELI (SURVEI PADA PENGIKUT AKUN INSTAGRAM @IDEA.SOUVENIRPROMOSI). Skripsi thesis, UIN SUNAN KALIJAGA YOGYAKARTA.

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Abstract

This study aims to analyze the influence of visual communication on purchase intention on the Instagram account @idea.souvenirpromosi. Visual communication, as one of the digital marketing strategies, plays a crucial role in attracting attention and influencing consumer perception. This research employs the Stimulus-Response Theory and a quantitative research method with a survey approach, where data were collected from 100 followers of the Instagram account. The independent variable in this study is visual content, while the dependent variable is purchase intention. The results of the simple regression analysis indicate a positive and significant effect of visual content on purchase intention, with a regression coefficient of 0.625 and a t-value of 9.566 (p < 0.05). The obtained correlation coefficient is 0.695, indicating a strong relationship between the independent and dependent variables. These findings suggest that the higher the quality and creativity of the visual content presented, the greater the resulting purchase intention. The study concludes that visual communication through content on social media, particularly Instagram, plays a significant role in shaping consumer purchase intention. The recommendation for the owner of the @idea.souvenirpromosi account is to continue enhancing the quality of visual content and pay attention to interactions with followers to build closer and more personal relationships. This research is expected to provide insights for digital marketing practitioners and researchers in understanding the importance of visual communication in marketing strategies.

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