The Role Of Visual Communication Design Aesthetics In Increasing Consumer Purchasing Power On Social Media
Article Sidebar
Aesthetics,
Social Media,
Millennial Women Desain Komunikasi Visual,
Estetika,
Media sosial,
Perempuan milenial
Main Article Content
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..
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References
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Interview/Informant:
Agustin. (September 17, 2025). Interview about interest in shopping through online stores. Face-to-face interview. Yogyakarta.
Dinda Amelia. (September 17, 2025). Interview about interest in shopping through online stores. Face-to-face interview. Yogyakarta.
Fanny. (September 17, 2025). Interview about interest in shopping through online stores. Face-to-face interview. Yogyakarta.