SCROLLING TO SHOPPING THE ROLE OF INSTAGRAM CONTENT VISUAL APPEAL IN ONLINE PURCHASE DECISION OF NAKHEELY.ID FOLLOWERS

Abstract

Indonesia’s swift digitalization has revolutionized consumer interactions with brands. Especially on visually-driven platforms like Instagram. The visual appeal has become a crucial factor in consumer behaviour, notably affecting online purchase decisions in the food and beverage sector. However, there is a lack of research directly examining how the aesthetic of visual content influences actual purchasing decisions rather than just purchase intentions. This study seeks to investigate the effect of visual appeal on online buying decisions among followers of the Instagram account @Nakheely.id. Employing a quantitative method with a cross-sectional non-experimental design, the research included 96 participants chosen from a pool of 921 followers using non-probability convenience sampling. Data were gathered through an online Likert-scale survey and analyser with simple linear regression using SPSS version 26. The findings revealed that visual appeal positively and significantly influences online purchasing decisions, suggesting that improved visual attractiveness in content increases the likelihood of consumer purchases. Factors such as colour harmony, layout, and visual quality were found to enhance consumer perception and emotional reactions, aligning with the Stimulus-Organism-Response (SOR) theory. The study concludes that visual appeal significantly impacts consumer choices and advises fashion brands to enhance visual consistency creativity, and brand alignment in their social media content to boost digital marketing effectiveness and consumer engagement.