Proceedings of the 5th International Conference on Global Innovation and Trends in Economy 2024 (INCOGITE 2024)

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The Influence of Photo Quality on Purchase Decision Mediated by Social Media Engagement: A Case Study of Bali Café Visit Review Content on Tiktok

Authors
Ida Ayu Gede Anindya Oka1, Panji Nandiasa Ananda Mukadis1, *
1Swiss German University, Alam Sutera, Tangerang, Indonesia
*Corresponding author. Email: panji.mukadis@sgu.ac.id
Corresponding Author
Panji Nandiasa Ananda Mukadis
Available Online 11 December 2024.
DOI
10.2991/978-94-6463-585-0_37How to use a DOI?
Keywords
Photo Quality; Social Media Engagement; Purchase Decisions; Visual Marketing; TikTok
Abstract

In the digital age, high quality images are able to convey the uniqueness as a part of the visual appeal of your café. This study examines how photo quality influences purchase decisions, with social media engagement serving as a mediator with a focus on cafe visit review content by using TikTok’s photo carousel feature in Bali. A quantitative approach was conducted, analyzing photo quality—based on colorfulness, clarity, and perspective (point of view)—towards purchase decision mediated by social media engagement, which focuses on like, comment, save, and share on TikTok’s photo carousel feature. The findings reveal that high quality photos are not only to attract TikTok’s engagement but also to influence customers in deciding to visit cafés in Bali. By leveraging TikTok as a social media platform to provide café recommendations, the research highlights that driving online engagement on social media is helping people to make decisions.

Copyright
© 2024 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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Volume Title
Proceedings of the 5th International Conference on Global Innovation and Trends in Economy 2024 (INCOGITE 2024)
Series
Advances in Economics, Business and Management Research
Publication Date
11 December 2024
ISBN
978-94-6463-585-0
ISSN
2352-5428
DOI
10.2991/978-94-6463-585-0_37How to use a DOI?
Copyright
© 2024 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

Cite this article

risenwbib
TY  - CONF
AU  - Ida Ayu Gede Anindya Oka
AU  - Panji Nandiasa Ananda Mukadis
PY  - 2024
DA  - 2024/12/11
TI  - The Influence of Photo Quality on Purchase Decision Mediated by Social Media Engagement: A Case Study of Bali Café Visit Review Content on Tiktok
BT  - Proceedings of the 5th International Conference on Global Innovation and Trends in Economy 2024 (INCOGITE 2024)
PB  - Atlantis Press
SP  - 552
EP  - 561
SN  - 2352-5428
UR  - https://doi.org/10.2991/978-94-6463-585-0_37
DO  - 10.2991/978-94-6463-585-0_37
ID  - Oka2024
ER  -