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All Journal Buana Komunikasi (Jurnal Penelitian dan Studi Ilmu Komunikasi)
Sugiyarto, Eko Agung
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Religion Humanities Languange, Linguistic, Communication & Media Library & Information Science Social Sciences

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Peran Estetika Desain Komunikasi Visual Dalam Meningkatkan Daya Beli Konsumen Di Media Sosial Sugiyarto, Eko Agung; Maryami
Buana Komunikasi (Jurnal Penelitian dan Studi Ilmu Komunikasi) Vol 6 No 03 (2025): Desember
Publisher : Prodi Ilmu Komunikasi Fakultas Ilmu Sosial dan Ilmu Politik USB YPKP

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32897/buanakomunikasi.2025.6.03.5198

Abstract

In the internet era dominated by social media, visual communication styles greatly influence customer perceptions and behavior. The purpose of this study is to further explore how visual aesthetics, particularly in terms of Instagram feed design, influence the purchasing power of young female customers in the city of Yogyakarta. Since women are often considered a potential target market with high consumption levels, this phenomenon is interesting to study. This study employs a descriptive qualitative research method by conducting in-depth interviews with millennials in Yogyakarta. The findings reveal that the design of online stores' Instagram feeds is significantly influenced by visual aesthetics. If the visual design presented is appealing, innovative, and aligns with the buyer's personal style, they are more likely to be interested and decide to purchase the product. These results indicate that online businesses should prioritize investing in high-quality visual design..
Co-Authors Maryami