ONLINE VISUAL CONTENT TOWARD PURCHASE INTENTION AMONG INSTAGRAM FOLLOWERS OF @TOKO_MUNEL

Abstract

This investigation examines how online visual material impacts purchase inclination among Instagram followers of Toko Munel, a creative domestic enterprise leveraging social media as its core marketing channel. The research employs a quantitative associative methodology to analyze how visual components, including color coordination, compositional arrangement, and comprehensive design excellence, shape consumer perception and interest. Information was acquired via an online survey administered to 60 followers of the brand's official Instagram profile, concentrating on their responses to and interaction with visual marketing material. The survey utilized a five-point Likert measurement scale to assess perceptions regarding online visual material and purchase inclination. Multiple analytical procedures were executed to verify data validity, consistency, and distribution normality prior to implementing simple linear regression examination using IBM SPSS Statistics version 25. This technique was applied to establish the intensity and statistical significance of the association between the two constructs. The outcomes underscore the expanding significance of visual communication and mobile marketing within the digital commercial environment, where consumers experience continuous exposure to creative and interactive material. For small and medium-scale creative businesses, especially those functioning digitally, enhancing visual marketing approaches can fulfill a vital function in sustaining competitive advantage, reinforcing brand trustworthiness, and promoting long-term business development. Consequently, enterprises that persistently allocate resources toward advancing the excellence and innovation of their visual material can establish more robust interactions, strengthen customer confidence, and successfully stimulate purchase inclinations within the digital epoch.