Respon Konsumen Terhadap Image Appeal Iklan di Media Sosial: Studi Pada Instagram UKM Rendang Gadih Payakumbuh
DOI:
https://doi.org/10.32493/jpkpk.v3i3.4524Keywords:
Image Appeal, Usaha Kecil Menengah, Social Commerce, Iklan Media SosialAbstract
Studi ini bertujuan untuk mempelajari pendapat konsumen terkait dengan iklan di media sosial yang menampilkan gambar dan video. Lebih lanjut, dipelajari pandangan follower Instagram sebuah UKM di Sumatera Barat terhadap image appeal yang ditampilkan. Penelitian ini melakukan konten analisis untuk melihat respon dari ribuan konsumen yang merupakan Follower dar Instagram Rendang Gadih, Payakumbuh, Sumatera Barat, untuk mengetahui kategori iklan media sosial dengan respon dan interaksi terbanyak. Selanjutnya, secara kuantitatif, dilakukan survey pada 100 orang Follower Instagram Rendang Gadih. Temuan memperlihatkan bahwa pada Instagram Rendang Gadih Payakumbuh, konsumen menilai gambar yang baik adalah ketika gambar dan video memperlihatkan tampilan produk baik dalam bentuk kemasan maupun saran penyajian yang ditampilkan oleh food vlogger. Video dengan tayangan terbanyak adalah video dengan menampilkan artis ternama Indonesia. Pilihan gambar dan video yang tepat ini membuat konsumen tidak bosan terhadap tampilan sebuah akun media sosial. Dengan Image Appeal yang tepat, konsumen akan merasa ingin terlibat dalam interaksi pada media sosial.
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