ISSN: 2520-4750 (Online), 2521-3040 (Print)

The Effect of Informativeness, Photo Colour, Visual Aesthetic, and Social Presence towards Customer Purchase Intention on Glory of fats Instagram

 Author (s)

Nico Salim, Ronald & Amelia

Abstract

In the era of social media that has been grow rapidly in the past few years bring a huge impact for everyone and businesses. Businesses must adapt in the changing method of promoting their brand and product through social media to increase Customer Purchase Intention by posting a photo content on their social media account. Product photo plays an important role to increase customer purchase intention nowadays, because it could help the customers to create visualization about the actual product. The purpose of this research study is to find out the effect of Informativeness, Photo Colour, Visual Aesthetic, and Social Presence towards Customer Purchase Intention. The data was being collected by distributing a questionnaire to 100 respondents which consist of male and female, ever visits Glory of Fats Instagram account, and ever purchase the products. The data being analyzed using Structural Equation Model (SEM) and with AMOS 22.0 software. The empirical findings indicated that there is a positive significant influence towards Customer Purchase Intention variables are Informativeness (H1) with the C.R. Value of 4,795; Photo Colour (H2) with the C.R. Value of 4,343; Visual Aesthetic (H3) with the C.R. Value of 4,599; Social Presence (H4) with the C.R. Value of 4,568.

 

Keywords: Informativeness, Photo Colour, Visual Aesthetic, Social Presence, Customer Purchase Intention.

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Title:The Effect of Informativeness, Photo Colour, Visual Aesthetic, and Social Presence towards Customer Purchase Intention on Glory of fats Instagram
Author:Nico Salim, Ronald & Amelia
Journal Name:International Journal of Science and Business
Website:ijsab.com
ISSN:ISSN 2520-4750 (Online), ISSN 2521-3040 (Print)
DOI:https://doi.org/10.5281/zenodo.7569471
Media:Online
Volume:18
Issue:1
Issue publication (Year):2023
Acceptance Date:22/01/2023
Date of Publication:25/01/2023
PDF URL:https://ijsab.com/wp-content/uploads/2028.pdf
Free download:Available
Page:96-107
First Page:96
Last Page:107
Paper Type:Research paper
Current Status:Published

Cite This Article:

Nico Salim, Ronald & Amelia (2023). The Effect of Informativeness, Photo Colour, Visual Aesthetic, and Social Presence towards Customer Purchase Intention on Glory of fats Instagram. International Journal of Science and Business, 18(1), 96-107. doi: https://doi.org/ 10.5281/zenodo.7569471

Retrieved from https://ijsab.com/wp-content/uploads/2028.pdf

About Author (s)

Nico Salim (corresponding author), Economic and Business School, Magister of Management, Pelita Harapan University, Surabaya, Indonesia.

Dr. Ronald, S.T., M.M., CSMA, CDM, PMA, Pelita Harapan University, Surabaya, Indonesia.

Dr. Amelia, S.E., RFP-I. M.M., CSMA, Pelita Harapan University, Surabaya, Indonesia.

 

 

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DOI: https://doi.org/10.5281/zenodo.7569471

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