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All Journal PERSPEKTIF Journal Of Human And Education (JAHE) Golden Ratio of Data in Summary
Marwan, Agus
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Humanities Economics, Econometrics & Finance Education Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Social Sciences Other

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Journal : Golden Ratio of Data in Summary

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The Impact of Visual Marketing on Purchasing Behavior in E-Commerce: A Case Study in The Fashion Industry Marwan, Agus; Harkim, H.; Sugiharto, Bambang
Golden Ratio of Data in Summary Vol. 4 No. 2 (2024): May - October
Publisher : Manunggal Halim Jaya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.52970/grdis.v4i2.769

Abstract

This study explores the impact of visual marketing elements on consumer purchasing behavior within the fashion e-commerce industry, focusing on visual aesthetics, user-generated content (UGC), and influencer endorsements. Using a qualitative approach, semi-structured interviews were conducted with 25 participants to capture in-depth insights into how visual cues shape consumer perceptions, build trust, and influence purchase intentions. Thematic analysis of the data revealed three main findings: high-quality visuals evoke emotional responses that increase product appeal, UGC serves as a crucial factor in establishing trust and reducing purchase hesitation, and influencer endorsements significantly impact consumer decision-making by adding perceived value and trend relevance. These findings contribute to existing theories, such as the Stimulus-Organism-Response (S-O-R) model, by illustrating the diverse ways in which visual stimuli influence consumer behavior on emotional, social, and practical levels. Managerial implications include the strategic use of high-quality visuals, encouragement of UGC, and selection of authentic influencers to enhance consumer engagement and conversion. This study provides a comprehensive understanding of how visual marketing shapes consumer behavior in fashion e-commerce, offering valuable insights for both academic research and practical applications in the digital marketplace.
Co-Authors Amir Purba, Amir Andriani, Maya Bambang Sugiharto Harkim, H. Harkim, Harkim R. Hamdani Harahap Simanungkalit, Rejekia