Pengaruh Promosi Instagram dan Konten Visual terhadap Minat Beli Pada Produk Lokal di Indonesia

Abstract

The rapid development of digital marketing has made Instagram one of the most influential platforms in shaping consumer behavior, especially in the local fashion industry in Indonesia. This study aims to analyze the influence of Instagram promotion and visual content on consumers’ purchase intention toward local fashion products. Through a qualitative approach and literature review from various national journals (2013–2026), this research explores how promotional strategies on Instagram (feed posts, Reels, Stories, and interactive features) and high-quality visual content (product photography, aesthetics, video, and user-generated content) affect consumer purchase intention. The findings indicate that Instagram promotion and visual content have a significant positive influence on purchase intention. Consistent and creative promotional activities increase brand awareness and emotional connection, while visually appealing content plays a dominant role in capturing attention, building trust, and stimulating desire to purchase. Several previous studies show that visual content contributes between 33% to 54% to purchase intention, and Instagram promotion can explain up to 60% of the variance in buying interest. The combination of both variables creates a strong stimulus that drives consumers from the awareness stage to the actual purchase decision. This study highlights the importance of aesthetic quality, information clarity (price, material, size), and consistent branding for local fashion businesses in Indonesia. The results are expected to provide practical recommendations for MSMEs and local fashion brands to optimize their digital marketing strategies on Instagram in order to increase competitiveness in the national market.