Pengaruh Visual Konten Influencer Terhadap Minat Beli Ulang Melalui Keputusan Pembelian
DOI:
https://doi.org/10.55606/jaemb.v5i1.8203Keywords:
Influencer Visual Content, Repurchase Intention, Purchase DecisionAbstract
This study examines the influence of influencer content visuals on repurchase intention through purchase decisions. The problem raised is how visuals in content created by influencers can influence followers' purchasing decisions, thereby increasing repurchase intention through said visual content. The purpose of this study is to analyze the contribution of these three variables to repurchase intention. The method used is a quantitative approach by collecting data through an online questionnaire, and data analysis using SmartPLS 4.0 to test the relationship between variables. The results of the study indicate that influencer content visuals have a significant effect on repurchase intention mediated by purchase decisions. This finding confirms that visuals in content can influence followers to make purchases and generate repurchase intention in the future. In conclusion, influencer content visuals are very important for increasing follower purchases.
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