THE EFFECT OF KOL REVIEWS, SOCIAL MEDIA ADS, AND PRODUCT VISUAL APPEAL ON PURCHASE INTENTION MODERATED BY SHOPPING EXPERIENCE
DOI:
https://doi.org/10.5281/zenodo.19412980Keywords:
KOL Review, Social Media Ads, Product Visual Appeal, Purchase Intention, Shopping ExperienceAbstract
The development of digital technology has changed consumer behavior in the purchasing decision-making process, especially in the retail sector. This study aims to analyze the influence of Key Opinion Leader (KOL) Reviews, Social Media Ads, and Product Visual Appeal on Purchase Intention, with Shopping Experience as a moderating variable. The research was conducted on consumers using retail applications such as Alfagift and Klik Indomaret in Bandar Lampung City. The approach used was quantitative with a survey method through a Likert scale-based questionnaire, and the data were analyzed using multiple linear regression and statistical hypothesis tests (t-test, F-test, and classical assumption tests) with the help of SPSS software. The research results indicate that KOL Review, Social Media Ads, and Product Visual Appeal simultaneously and partially have a positive and significant effect on Purchase Intention. In addition, Shopping Experience is proven to strengthen the influence of these three independent variables on consumers' purchase intentions. These findings provide theoretical implications for enriching digital marketing literature, as well as practical implications for retail business actors in Indonesia in designing more effective digital marketing strategies, especially through the utilization of KOLs, social media advertisements, and attractive and informative product visual presentations.
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