Effectiveness of Visual Content on Social Media Marketing
DOI:
https://doi.org/10.65150/EP-jsshrs/V2E3/2026-04Keywords:
customer response index, digital promotion, social media marketing, visual content, InstagramAbstract
This study aims to find out and analyze how effective visual content is in promotion strategies in the Industrial Revolution Era 4.0 on Instagram @Beanspot_id as well as knowing the respondents' responses about the level of awareness, comprehension, intention, interest, action on visual content in promotional strategies on Instagram @beanspot_id. This study used a quantitative method with a case study approach and a positivism paradigm. Data was obtained through the method of distributing online questionnaires, namely the Google Form which was carried out to 100 respondents with the criteria, namely followers of the Instagram account @beanspot_id. The results of this study reveal that through calculations using the Customer Response Index (CRI) method, which measures the effectiveness of visual content in promotional strategies in the industrial revolution era 4.0 on Instagram @beanspot_id, is less effective. The recommendation for Beanspot, especially the marketing team, to be able to explore more creative ideas and optimize more in terms of visualization so that they can attract new followers then increase the brand awareness, as well as the sales, especially on social media. For the development of further research, researchers provide suggestions using the CRI method on the Instagram Beanspot, which was declared to be ineffective, this could occur because of several factors, one of which is because there is a lot of competition via Instagram which is quite tight for similar coffee to go brands. Thus, the researcher’s suggestion for Beanspot, especially the marketing team, is to be able to explore more creative ideas and optimize more in terms of visualization such as making quizzes with prizes that can attract new followers to increase brand awareness as well as being able to develop sales, especially on social media.
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