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All Journal Vikara: Student Academic Journal of Business and Management
Imanuella Gracia Maharani
Program Studi S-1 Manajemen, Fakultas Hukum dan Bisnis Digital, Universitas Kristen Maranatha
Humanities Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Social Sciences

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Visual aesthetic dan storytelling meningkatkan impulsive buying di media sosial Imanuella Gracia Maharani; Kezia Kurniawati Nursalin
Vikara: Student Academic Journal of Business and Management Vol. 1 No. 2 (2026): Vikara: Student Academic Journal of Business and Management
Publisher : Universitas Kristen Maranatha

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.28932/vikara.v1i2.13128

Abstract

The development of social media has driven changes in digital marketing strategies, particularly through visual and narrative elements. This study aims to analyze the influence of visual aesthetic and storytelling on impulsive buying among active Instagram and TikTok users, particularly among students at Maranatha Christian University. This research was conducted using a quantitative approach and multiple regression analysis. The sampling technique used was purposive sampling, with 175 respondents. The results showed that partially, visual aesthetics had no significant effect on impulsive buying, while storytelling had a significant effect. Simultaneously, visual aesthetics and storytelling together had a significant effect on impulsive buying. These findings emphasize the importance of storytelling as a key element in triggering impulsive buying decisions on digital platforms, rather than relying solely on visual appeal. This research provides practical implications for businesses and content creators in designing strong narrative-based digital marketing strategies that engage audiences emotionally.
Co-Authors Kezia Kurniawati Nursalin