Pengaruh Visual Konten dan Komunikasi Persuasif Influencer  Instagram @sashfir Terhadap Keputusan Pembelian Produk  Fashion di Kalangan Mahasiswa Universitas Negeri di Kota  Surakarta

Salvira Nur Fatika; Andrine Prima Afneta Azril

doi:10.20961/jkm.v18i2.115332

Jurnal Komunikasi Massa

Pengaruh Visual Konten dan Komunikasi Persuasif Influencer Instagram @sashfir Terhadap Keputusan Pembelian Produk Fashion di Kalangan Mahasiswa Universitas Negeri di Kota Surakarta

Salvira Nur Fatika, Andrine Prima Afneta Azril

Abstract

Instagram has become one of the most influential digital platforms for persuasive communication, particularly in shaping consumer behavior in the fashion industry. This study is grounded in the Elaboration Likelihood Model (ELM), which explains how individuals process persuasive messages through either the central route or peripheral route depending on their level of involvement. This research employed a descriptive quantitative approach using an online questionnaire distributed to 100 respondents who are followers of the Instagram account @sashfir. The variables examined include visual content and persuasive communication as predictors of purchase decisions. The results show that both visual content and persuasive communication have a significant influence on purchase decisions, with visual content exhibiting a negative coefficient and persuasive communication showing a positive effect. This indicates that while the visual presentation of fashion products may not always resonate strongly, followers still consider the information, credibility, and message delivery of the influencer when evaluating purchasing decisions. Simultaneously, both variables are proven to significantly influence consumer purchase decisions. These findings emphasize the importance of strengthening message relevance, enhancing visual consistency, and improving influencer credibility in digital fashion marketing strategies.

Keywords

Elaboration Likelihood Model (ELM); Instagram Marketing; Influencer Persuasion; Visual Content; Fashion Consumer Behavior.

Full Text:

PDF

References

Ahmad, N., Wirawan, M. A., Lauzzadani, R., & Rakhmawati, N. A. (2024). Pengaruh Media Sosial terhadap Perilaku Konsumtif Mahasiswa ITS. IKOMIK: Jurnal Ilmu Komunikasi dan Informasi, 4(1), 38–43. https://doi.org/10.33830/ikomik.v4i1.8310

Ahmad Nabil, Mochammad Afandi Wirawan, Rayhan Lauzzadani, & Nur Aini Rakhmawati. (2024). Pengaruh Media Sosial terhadap Perilaku Konsumtif Mahasiswa ITS. IKOMIK: Jurnal Ilmu Komunikasi dan Informasi, 4(1), 38–43.

Ahmad Yusuf Kresna Andi S., Lilis Setyowati, Gentri Zulfika, & Edy Sulistiyawan. (2024). Efektivitas Penggunaan Influencer dalam Strategi Pemasaran Digital. Jurnal Inovasi Manajemen, Kewirausahaan, Bisnis dan Digital, 1(4), 57–63. https://doi.org/10.61132/jimakebidi.v1i4.362

Amelia. (2019). Studi elaboration likelihood model pada rute peripheral: Pengaruh efektivitas iklan webseries 'Unilever: Jelang Buka' terhadap minat beli konsumen. (Tesis S1, Universitas Brawijaya).

Anjani, S., & Irwansyah. (2020). Peranan Influencer Dalam Mengkomunikasikan Pesan Di Media Instagram. Polyglot: Jurnal Ilmiah, 16(2), 203. https://doi.org/10.19166/pji.v1612.1929

Atrisia, M. I., Syafawi, L., & Sari, N. (2023). Social Media Marketing and Fashion Purchase Intention in Indonesia's Transitional Economy. IMAGE: Jurnal Riset Manajemen, 11(1), 28–38.

Atsiilah, Gendis.F. (2025). Penggunaan Beauty Influencer terhadap Minat Beli Produk Kosmetik (Studi Pengaruh Kualitas Argumen, Kredibilitas Sumber, dan Daya Tarik Sumber pada Akun TikTok @tasyafarasya terhadap Minat Beli di Kalangan Followers).

Azlan Azhari, Nur Hikmah, Nurul Isnaeni, Muhammad Alif Zulfikar, & Nur Mutasya. (2025). Pengaruh Penggunaan Instagram terhadap Perilaku Konsumtif Generasi Z di Indonesia. PENG: Jurnal Ekonomi Dan Manajemen, 2(2), 3593-3602. https://doi.org/10.62710/dc7q7c75

Azwar, S. (2021). Penyusunan Skala Psikologi. Yogyakarta, Indonesia: Pustaka Pelajar.

Cahyaningtyas, A. R., & Iqbal, M. (2021). Gaya hidup konsumtif dan pencitraan diri mahasiswa pengguna Instagram (Studi kasus pada mahasiswa kelas menengah di Kabupaten Jember). Jurnal Ekonomi, Bisnis dan Pendidikan (JEBP), 1(1), 85–96. https://doi.org/10.17977/um066v1i12021p85-96

Caroline, A. (2018). Komunikasi Persuasif Komunitas Kongkow Nulis Dalam Membangun Budaya Menulis di Kalangan Mahasiswa Kota Pekanbaru. JOM Fisip, 5(1), 1–13.

Choi, S. M., & Salmon, C. T. (2003). Elaboration likelihood model of persuasion after two decades: A review of criticisms and contributions. The Kentucky Journal of Communication, 22(1), 47–77.

Chin, W. W. (1998). The partial least squares approach to structural equation modeling. In G. A. Marcoulides (Ed.), Modern Methods for Business Research (pp. 295–336). Lawrence Erlbaum Associates.

Djafarova, E., & Rushworth, C. (2017). Exploring the Credibility of Online Celebrities’ Instagram Profiles in Influencing the Purchase Decisions of Young Female Users. Computers in Human Behavior, 68, 1–7. https://doi.org/10.1016/j.chb.2016.11.009

Effendy, Onong Uchjana. (2000). Ilmu, Teori dan Filsafat Komunikasi. Bandung: Citra Aditya Bakti.

Effendy, Onong Uchjana. (2003). Ilmu Komunikasi Teori dan Praktek. Bandung: Remaja Rosdakarya.

Effendy, O. U. (2009). Ilmu komunikasi: Teori dan praktik. Yogyakarta: Remaja Rosdakarya.

Filipa, M. (2011). Content Strategy for the Web. New Riders.

Firmansyah, A. (2020). Komunikasi pemasaran. Qiara Media.

Firmansyah, R. A., & Fianto, A. Y. A. (2024). Pengaruh Harga, Desain Produk, Promosi dan Citra Merek Terhadap Keputusan Pembelian (Studi pada Konsumen Helm KYT di Sidoarjo). Neraca: Jurnal Ekonomi, Manajemen dan Akuntansi, 2(2), 552–565. https://doi.org/10.572349/neraca.v2i2.1052

Haidar, N. F., & Martadi, M. (2021). Analisis Konten Visual Post Instagram Riliv dalam Membentuk Customer Engagement. BARIK, 2(2), 121–134. https://doi.org/10.26740/jdkv.v2i2.41181

Hardani, A., Auliya, N. H., Andriani, H., Fardani, R. A., Ustiawaty, J., Utami, E. F., & Istiqomah, R. R. (2020). Metode penelitian kualitatif & kuantitatif. Pustaka Ilmu.

Hartanti, L. E. P. (2018). Komunikasi Orang Muda di Sosial Media sebagai Influencer. Wacana: Jurnal Ilmiah Ilmu Komunikasi, 17(2).

Herviani, V., Hadi, P., & Nobelson, N. (2020). Analisis Pengaruh Brand Trust, EWOM, dan Social Media Influencer Terhadap Keputusan Pembelian Lipstick Pixy. Prosiding BIEMA, 1, Article 0.

Hinduan, Z. R., Anggraeni, A., & Agia, M. I. (2020). Generation Z in Indonesia: The self-driven digital. Emerald Publishing Limited, 121-134. https://doi.org/10.1108/978-1-80043-220-820201012.

Hovland, C. I., Janis, I. L., & Kelley, H. H. (1953). Communication and Persuasion: Psychological Studies of Opinion Change. New Haven: Yale University Press.

Immanuel, D. M., & Bianda, A. H. S. (2021). The Impact of Using Influencer on Consumer Purchase Intention with Attitude Towards Influencer and Brand Attitude as Mediator. Jurnal Aplikasi Manajemen, 19(4), 766–781.

https://doi.org/10.21776/ub.jam.2021.019.04.06

Kapitan, S., & Silvera, D. H. (2016). From Digital Media Influencers to Celebrity Endorsers: Attributions Drive Endorser Effectiveness. Marketing Letters, 27(3), 553–567.

Khamis, S., Ang, L., & Welling, R. (2017). Self‑Branding, “Micro‑Celebrity” and the Rise of Social Media Influencers. Celebrity Studies, 8(2), 191–208.

https://doi.org/10.1080/19392397.2016.1218292

Kitchen, P. J., Kerr, G., Schultz, D. E., McColl, R., & Pals, H. (2014). The elaboration likelihood model: Review, critique and research agenda. European Journal of Marketing, 48(11), 2033–2050. https://doi.org/10.1108/EJM-12-2011-0776

Kotler, P., & Armstrong, G. (2008). Prinsip-Prinsip Pemasaran (12th ed.). Jakarta: Erlangga.

Kotler, P., & Kartajaya, H., & Setiawan, I. (2017). Marketing 4.0: Moving from Traditional to Digital. Hoboken, NJ: John Wiley & Sons.

Kotler, P., & Keller, K. L. (2016). Marketing Management (edisi milenium). Pearson Education.

Littlejohn, S. W., & Foss, K. A. (2009). Encyclopedia of Communication Theory. SAGE Publications. https://doi.org/10.4135/9781412959384

Maulana, H., & Gumelar, G. (2013). Psikologi komunikasi & persuasi. FIP Press.

Machali, I. (2021). Metode penelitian kuantitatif: Panduan praktis merencanakan dan analisis. (Tesis S1, UIN Sunan Kalijaga Yogyakarta).

Mardiatmoko, G. (2020). Pentingnya uji asumsi klasik pada analisis regresi linier berganda. BAREKENG: Jurnal Ilmu Matematika dan Terapan, 14(3), 333–342. https://doi.org/10.30598/barekengvol14iss3pp333-342

Maryati, D. E. M., Utami, E. Y., & Elizabeth, R. (2023). The Impact of Influencer Credibility on Consumer Purchasing Decisions: A Case Study on the Fashion Industry in Indonesia. West Science Interdisciplinary Studies, 1(09), 871–878. https://doi.org/10.58812/wsis.v1i09.243

Mulyana, D. (2007). Ilmu komunikasi: Suatu pengantar. PT Remaja Rosdakarya.

Mutiah, T., & Rafiq, A. (2021). Instagram Media Baru Penyebaran Berita (Studi pada akun @feydown_official). Jurnal Media Penyiaran, 1(2), 1–10.

McQuail, D. (2010). Mass communication theory (6th Edition). SAGE Publications.

Natalia, D. (2017). Pengaruh Komunikasi Persuasif Sales Kartu Kredit Terhadap Keputusan Menggunakan Kartu Kredit Bank BCA, Vol. 3, No. 1, 99–100.

NapoleonCat. (2024, April). Instagram users in Indonesia by age group. NapoleonCat – Social media demographics by country.

Ningrum, K. H., Salsabila, A. H., & Meliyanti, E. M. (2022). Pengaruh Terpaan Instagram Ads terhadap Pembentukan Perilaku Konsumtif (Studi pada Mahasiswa Ilmu Komunikasi Universitas Tidar Angkatan 2019). Jurnal Mozaik Komunikasi, 3(2).

Nugroho, T. A., & Azzahra, F. C. (2022). Pemanfaatan Instagram Sebagai Media Promosi Social Commerce Usaha Bro.Do. Jurnal Pustaka Komunikasi, 5(1), 136–149.

O’Keefe, D. J. (2002). Persuasion: Theory and research (2nd ed.). Sage Publications.

Pan, P., & Zhang, H. (2023). Research on Social Media Advertising Persuasion Based on the Elaboration Likelihood Model. SHS Web of Conferences, 154, 03024. https://doi.org/10.1051/shsconf/202315403024

Panuju, R. (2019). Komunikasi pemasaran: Pemasaran sebagai gejala komunikasi, komunikasi sebagai strategi pemasaran. Prenada Media.

Perloff, R. M. (2020). The Dynamics of Persuasion: Communication and Attitudes in the Twenty-First Century (7th ed.). Routledge.

Petty, R. E., & Cacioppo, J. T. (1986). Communication and persuasion: Central and peripheral routes to attitude change. Springer-Verlag.

Permatasyari, A. (2021). Perkembangan Komunikasi Massa. Prosiding FISIP Universitas Dharmawangsa.

Putri, A. S., Pamungkas, I. N. A., & Pramesthi, J. A. (2023). Pengaruh Komunikasi Persuasif Influencer terhadap Minat Beli Produk Scarlett Whitening. Jurnal Pustaka Komunikasi.

Rakhmat, Jalaluddin. (2005). Psikologi Komunikasi. Bandung: Remaja Rosdakarya.

Rachmawati, I. (2025). Pengaruh Social Media Influencer terhadap Brand Loyalty TikTok dengan Purchase Intention sebagai Mediasi pada Generasi Z di Indonesia. Jurnal Sains Pemasaran Indonesia, 24(1), 65–76. https://doi.org/10.14710/jspi.v24i1.65-76

Rahmawati, A. (2021). Manufacturing Authenticity: The Rise of Indonesian Micro‑Celebrities on Instagram. The Messenger: Jurnal Komunikasi, 13(1), 108–119.

Ricky Ardyana Firmansyah, & Achmad Yanu Alif Fianto. (2024). Pengaruh Harga, Desain Produk, Promosi dan Citra Merek Terhadap Keputusan Pembelian (Studi pada Konsumen Helm KYT di Sidoarjo). Neraca: Jurnal Ekonomi, Manajemen dan Akuntansi, 2(2), 552–565. https://doi.org/10.572349/neraca.v2i2.1052

Sa’adah, S. N., Alfiyah, R., Hidayah, N., Zikrinawati, K., & Fahmy, Z. (2024). Pengaruh Komunikasi Persuasif Influencer terhadap Keputusan Pembelian di TikTok Shop. Investama: Jurnal Ekonomi dan Bisnis, 9(2), 209–220. https://doi.org/10.56997/investamajurnalekonomidanbisnis.v9i2.919

Saksama, E. P. (2023). Pengaruh Food Vlogger terhadap Minat Beli Produk Makanan. (Tesis S1, Universitas Sebelas Maret).

Schramm, W. L. (1954). The Process and Effects of Mass Communication. University of Illinois Press.

Siddik, R., Roswaty, & Meilin Veronica. (2024). Pengaruh Konten Kreatif, Interaksi Pengguna dan Popularitas Influencer Terhadap Keputusan Pembelian Konsumen Pada Program Afiliasi TikTok. JEMSI, 10(2), 1048–1058. https://doi.org/10.35870/jemsi.v10i2.2251

Silalahi, U. (2012). Metode penelitian sosial. PT Refika Aditama.

Siregar, S. (2013). Metode penelitian kuantitatif: Dilengkapi perhitungan manual & SPSS. Kencana.

Sugiyono. (2023). Metode Penelitian Kuantitatif, Kualitatif, dan R&D. Bandung: Alfabeta.

Suhardi, D., & Irmayanti, R. (2019). Pengaruh Celebrity Endorser, Citra Merek, dan Kepercayaan Merek Terhadap Minat Beli Konsumen. Jurnal Inspirasi Bisnis dan Manajemen, 3(1), 53–62. https://doi.org/10.33603/jibm.v3i1.2086

Swastha, B. D., & Handoko, T. H. (2000). Manajemen Pemasaran: Analisis Perilaku Konsumen (1st ed.). Yogyakarta: BPFE.

Tang, M. (2016). Effects of Vlogger Race on Perceived Credibility, Self-Efficacy, and Behavioral Intentions Towards Weight Loss (Dissertation, Syracuse University).

Terry, F. (2002). New media: An introduction. Oxford University Press.

The Impact of Influencer Credibility on Consumer Purchasing Decisions: Maryati, Utami & Elizabeth. (2023). West Science Interdisciplinary Studies, 1(09), 871–878. https://doi.org/10.58812/wsis.v1i09.243

Triwibowo, R., & Astuti, B. (2024). Pengaruh Karakteristik Influencer Pada Keputusan Beli Berdasarkan Model Adopsi Informasi. Jurnal Pendidikan Ekonomi dan Kewirausahaan, 8(3), 95–110.

Tubbs, S. L., & Moss, S. (1996). Human Communication: Prinsip-Prinsip Dasar. Bandung: PT Remaja Rosdakarya.

DOI: https://doi.org/10.20961/jkm.v18i2.115332

Refbacks

There are currently no refbacks.