Visual aesthetic dan storytelling meningkatkan impulsive buying di media sosial
DOI:
https://doi.org/10.28932/vikara.v1i2.13128Kata Kunci:
digital marketing, impulsive buying, media sosial, storytelling, visual aestheticAbstrak
Perkembangan media sosial mendorong perubahan dalam strategi digital marketing, khususnya melalui elemen visual dan naratif. Penelitian ini bertujuan untuk menganalisis pengaruh visual aesthetic dan storytelling pada impulsive buying pada pengguna aktif Instagram dan TikTok, khususnya di kalangan para mahasiswa Universitas Kristen Maranatha. Penelitian ini dilakukan dengan pendekatan kuantitatif dan analisis regresi berganda. Teknik pengambilan sampel yang digunakan adalah purposive sampling dengan jumlah responden sebanyak 175 orang. Hasil penelitian menunjukkan bahwa secara parsial, visual aesthetic tidak berpengaruh signifikan pada impulsive buying, sedangkan storytelling berpengaruh signifikan pada impulsive buying. Secara simultan, visual aesthetic dan storytelling bersama-sama berpengaruh signifikan pada impulsive buying. Temuan ini menegaskan pentingnya storytelling sebagai elemen kunci dalam memicu keputusan pembelian impulsif di platform digital, dibandingkan hanya mengandalkan daya tarik visual. Penelitian ini memberikan implikasi praktis bagi pelaku bisnis dan content creator dalam merancang strategi digital marketing berbasis narasi yang kuat dan melibatkan audiens secara emosional.Referensi
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