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All Journal Journal of International Conference Proceedings
Fitriana Ayu Eka Safina
UPN Veteran Yogyakarta
Humanities Decision Sciences, Operations Research & Management Electrical & Electronics Engineering Industrial & Manufacturing Engineering Languange, Linguistic, Communication & Media

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Visual Storytelling and Micro-Influencer Collaboration: Driving Purchase Intent in Fashion E-commerce Heru Tri Sutiono; Tugiyo Tugiyo; Sri Harjanti; Fitriana Ayu Eka Safina; Fajar Haryo Nimpuno
Journal of International Conference Proceedings Vol 7, No 4 (2024): 2024 Wimaya Yogyakarta Proceeding
Publisher : AIBPM Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32535/jicp.v7i4.3739

Abstract

This study aims to investigate the influence of visual storytelling and micro-influencers on fashion purchase intention among Generation Z in Indonesia. The research employed a quantitative approach, utilizing a self-administered online questionnaire. The findings of the study reveal that both visual storytelling and consumer engagement significantly impact purchase intention. Visual storytelling, particularly when engaging and relevant, positively influences consumer perception and, subsequently, purchase intent. However, consumer engagement emerges as a stronger predictor, emphasizing the importance of fostering interaction and community around the brand. While micro-influencers were expected to play a significant role, the results indicate a limited impact on purchase intention. This suggests that while micro-influencers can contribute to brand awareness and credibility, their influence may be less pronounced compared to other factors such as visual storytelling and consumer engagement. The study concludes by highlighting the importance of creating visually appealing and engaging content that fosters active consumer participation.
Co-Authors Fajar Haryo Nimpuno Heru Tri Sutiono Sri Harjanti Tugiyo Tugiyo