The Effects of Visual Displays of Furniture Product Photos Through the Social Networking Site, Instagram on Consume Perception
Abstract
At present, the growth of Instagram as an online site is phenomenal, because of the shift from its original function as a social communication medium into a marketing platform. Furniture products used to be only available for in-store purchase, can now be easily purchased online. The present study attempted to discover the level of influence and effectiveness of the visual appearance of the furniture products photos through the social networking site, Instagram on consumer perceptions, which is measured using the EPIC (Empathy, Persuasion, Impact and Communication) model. The purpose of the study was to identify the effectiveness of the visual display of furniture product photos on the Instagram social networking site on consumer’s perceptions, and to map the use of the ideal visual display of furniture product photos for online product marketing purposes. The research used comparative analytical methods on photos of furniture products from six accounts of small creative economy entrepreneurs of similar products that are advertised through the social networking site, Instagram. The data of this study are limited in the scope of visual perception of furniture product photos uploaded through the social networking site, Instagram on consumer perceptions. The results showed that the visual display in the form of photos of furniture products through the social networking site, Instagram had an effective result on consumer perceptions. The visual display is declared effective as a media for promoting furniture products through the social networking site, Instagram based on the four dimensions of EPIC. The dimensions of Empathy and Impact are the most dominant aspects. The visual display mapping used as an advertising photo is not only influenced by the Empathy dimension and the Impact dimension, but also dominantly influenced by the associated design principles, namely, Unity and Domination. Both dimensions have a significant correlation value compared to other dimensions.
Keywords: Furniture Marketing, Instagram, Consumer Perception, EPIC Model, Design
Principles
References
Artist for The Future: Learning at The Intersections of Art, Science, Technology, and Culture,
Bristol, Intellect.
Durianto, D., Sugiarto, Widjaja, A.W., Supraktikno, H. (2003): Invasi Pasar dengan Iklan Yang Efektif.
Jakarta, PT. Gramedia Pustaka.
http://instagram.com/hvnterhome
http://instagram.com/jakartavintage
http://instagram.com/jovincojogja
http://instagram.com/karsa_design
http://instagram.com/kekayuan http://instagram.com/unkl347
Martono, N. (2010): Statistik Sosial: Teori dan Aplikasi Program SPSS, Cetakan Pertama, Yogyakarta,
Penerbit Gaya Media.
Renaningtyas, L. (2014): Nilai Nostalgia dan Keautentikan Foto Faux Vintage dengan Filter Vintage
di Instagram, Bandung, Tesis Program Studi Magister Desain Institut Teknologi Bandung.
Riyantoro, B., dan Harmoni, A. (2011): Efektivitas Iklan melalui Jejaring Sosial Sebagai Salah Satu
Strategi Pemasaran Keripik Pedas Maicih dengan Menggunakan Metode EPIC, Depok, Jurnal
Fakultas Ekonomi Universitas Gunadarma.
Samara, T. (2014): Design Elements: Understanding The Rules and Knowing When to Break Them,
Second Edition, New York, Rockport.
Yonatia, J. (2011): Kajian Online Advertising dengan Studi Kasus: Facebook Menurut Tinjauan Ilmu
DKV, Bandung, Tesis Program Studi Magister Desain Institut Teknologi Bandung.
This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.
UiTM Press (the Publisher) has agreed to publish the undersigned author’s paper in Idealogy Journal. The agreement is contingent upon the fulfilment of a number of requirements listed below.
1. The undersigned author warrants that the paper entitled below is original, that it is not in any way libellous or unlawful in Malaysia, that it does not infringe any copyright or other proprietary right. The undersigned hereby represents and warrants that he/she is the author of the paper, except for material that is clearly identified as to its original source, with permission notices from the copyright owners where required. The undersigned represents that he/she has the power and authority to sign and execute this agreement.
2. The undersigned author warrants that the paper entitled below has not been published elsewhere, and also it will not be submitted anywhere else for publication prior to acceptance/rejection by this Journal.
3. By submitting the paper entitled below, the undersigned author agrees to transfer the rights to publish and distribute the paper in an international e-journal (entitled above) to Publisher.
4. The undersigned author agrees to make a reasonable effort to conform to Publisher's submission guidelines and to liaise with the editor to ensure that the requirements of these guidelines are met to a reasonable degree.
5. The corresponding author signs for and accepts responsibility for releasing this material on behalf of any and all coauthors. This agreement is to be signed by at least one of the authors who has obtained the assent of the co-author(s) where applicable. After submission of this agreement signed by the corresponding author, changes of authorship or in the order of the authors listed will not be accepted.
