Visual Appeal in Digital Era: Analysis of Instagram Content, Product Information, and Visual Aesthetics on Purchase Intention for ZARA Collection

Abstract

Purpose: This study aims to analyze and empirically test the effect of Instagram Content, Product Information, and Visual Aesthetics on consumers' purchase intention toward Zara Collection Sanggau fashion products.

Design/methodology/approach: The research strategy used was associative research with a quantitative method. The population in this study consisted of all consumers who sent a Direct Message (DM) to the Zara Collection Instagram account between October and December 2025, totaling 1,098 people. Using the Slovin formula and an enlarged sample to improve accuracy, a sample of 130 respondents was determined. The data analysis technique used Descriptive Statistics, Classical Assumption Tests, and Multiple Linear Regression Analysis with the aid of SPSS software version 26.

Findings: The partial test results (t-test) show that Instagram Content (sig 0.010), Product Information (sig 0.011), and Visual Aesthetics (sig 0.000) have a positive and significant effect on Purchase Intention. Visual Aesthetics was found to be the most dominant variable influencing Purchase Intention, with the highest regression coefficient. The simultaneous test (F-test) proves that the three independent variables jointly influence Purchase Intention with a significance level of 0.000 and a coefficient of determination (R²) of 87%.

Practical implications: Zara Collection's owner is advised to prioritize improving visual aesthetic quality through a consistent color palette and an organized feed layout, in addition to convincingly presenting transparent product details.

Originality/value: This study makes an original contribution by integrating three variables at once Instagram Content, Product Information, and Visual Aesthetics  which have largely been studied separately, to examine their effect on Purchase Intention among local fashion MSMEs in Sanggau Regency, West Kalimantan, a context that has rarely been the subject of academic study.

Paper type: Empirical paper