PENGARUH KOMUNIKASI DAN KONTEN VISUAL DALAM MEDIA SOSIAL INSTAGRAM TERHADAP KEPUTUSAN PEMBELIAN JASA FOTOGRAFI DI SWEETESCAPE JAKARTA

Abstract

SweetEscape is a holiday photography service company from Jakarta, Indonesia. This study aims to determine the effect of communication with visual content on social media Instagram on purchasing decisions for SweetEscape photography services. This research uses quantitative methods. The data collection technique was carried out by distributing online questionnaires to followers of the Instagram SweetEscape Jakarta account with an assessment using the Likert scale. The population in this study were followers of the Instagram @sweet.escape account, with a total sample of 100 respondents who were taken using the purposive sampling method - Probability Sampling. According to the results of data analysis, it can be concluded that communication and visual content were found to have a positive and significant effect on customer purchasing decisions at SweetEscape.