ANALISA PENGARUH KOMPLEKSITAS VISUAL PADA FOTO MAKANAN DI INSTAGRAM TERHADAP MINAT BELI MELALUI RESPON EMOSIONAL
DOI:
https://doi.org/10.9744/jmp.7.2.84-92Keywords:
Visual Complexity, Emotional Responses, Purchase Intention, InstagramAbstract
Instagram has become one of the most popular social media, especially for generation Z. Therefore, Instagram was perceived as an effective marketing tool in food and beverage industry. Photo is the main characteristic in Instagram. Thus, food and beverage owners were encouraged to create a content with attractive photo in order to increase their sales. This study was conducted to determine the significant effect of food photo visual complexity on Instagram towards consumer purchase intention through emotional responses. The study was conducted a survey on 432 respondents who were students of Petra Christian University in Surabaya and the data was analyzed using Partial Least Square (PLS). The results indicated that there is a positive and significant influence between the visual complexity of purchase intention through emotional responses.
Abstrak
Instagram menjadi salah satu media sosial yang paling diminati masyarakat Indonesia terutama dikalangan anak muda. Hal ini membuat Instagram menjadi salah satu media pemasaran yang efektif khususnya dalam industri makanan minuman. Karakteristik utama Instagram yang banyak menggunakan foto, membuat pengusaha makanan minuman harus mampu membuat konten dengan foto yang menarik untuk dapat meningkatkan penjualan produknya. Oleh karena itu, penelitian ini dilakukan untuk mengetahui apakah kompleksitas visual pada sebuah foto makanan di Instagram dapat berpengaruh siginifikan terhadap minat beli mahasiswa melalui respon emosional. Penelitian dilakukan pada 432 orang responden yang merupakan mahasiswa Universitas Kristen Petra Surabaya dan diolah menggunakan Partial Least Square (PLS). Hasil yang diperoleh dari penelitian ini menunjukkan bahwa terdapat pengaruh yang positif dan signifikan antara kompleksitas visual terhadap minat beli melalui respon emosional.
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