<![CDATA[Purpose – This study aims to examine the visual marketing strategies implemented by HijabChic on Shopee and analyze how visual elements influence customers’ purchasing decisions in an online marketplace context. Design/Methodology/Approach – This study employed a qualitative descriptive approach. Data were collected from customer reviews on Shopee, focusing on visual perception, product–image fit, and social proof reflected through ratings and comments. The data were analyzed to identify how visual marketing elements shape consumer evaluation and purchasing behavior. Findings – The findings reveal that appropriate product photos, consistent color presentation, and aesthetic design significantly influence consumers’ psychological perceptions and purchase expectations. In addition, social proof through high ratings and positive customer comments strengthens consumer trust and reduces uncertainty during online shopping. The interaction between visual appeal and social validation plays an important role in shaping consumers’ purchasing decisions. Originality/Value – This study contributes to the visual marketing and e-commerce literature by exploring the interaction between visual product presentation and social proof in influencing consumer decision-making within an online marketplace. The findings provide practical insights for fashion retailers by emphasizing the importance of optimizing visual content and leveraging customer reviews to build trust and encourage purchase decisions.]]>
