Year: 2025
Type: article
Study design: Observational Study
Abstract: 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.
Institution: University of Palangka Raya
Language: English
Subfield: Sociology and Political Science
Field: Social Sciences
Domain: Social Sciences
Open Access status: hybrid
OpenAlex ID: W4413866730