The Influence of Visual Content and Information Quality on Instagram @bellssobsidoarjo on Clothing Product Purchase Decisions
Pengaruh Konten Visual dan Kualitas Informasi di Instagram @bellssobsidoarjo Terhadap Keputusan Pembelian Produk Pakaian
DOI:
https://doi.org/10.21070/ups.12157Keywords:
Visual Content, Quality Information, Instagram, Purchase DecisionsAbstract
This study aims to analyze the influence of visual content and information quality on the @bellssobsidoarjo Instagram account on purchasing decisions for clothing products. This study employs a quantitative approach with a causal-correlational design, involving 100 respondents selected via purposive sampling based on the following criteria: consumers aged at least 17 years, residing in Sidoarjo Regency and surrounding areas, active Instagram users, and having made at least one purchase transaction in the past six months. Data were collected via a questionnaire and analyzed using multiple linear regression analysis with the assistance of SPSS v.25 software. The results indicate that visual content and information quality are significant determinants of consumer purchasing decisions; therefore, @bellssobsidoarjo needs to consistently improve the aesthetic quality of visual content and the completeness of product information to strengthen consumer purchasing decisions sustainably in the era of digital fashion marketing.
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