Pengaruh Visual Marketing Dan Social Proof Terhadap Minat Pembelian Pada Toko Vimel Cookies Di Marketplace Shopee

The Influence of Visual Marketing and Social Proof on Purchase Interest in the Vimel Cookies Store on the Shopee Marketplace

Abstract

The rapid growth of e-commerce has transformed shopping habits from conventional methods to digital ones, sparking intense competition in the food and beverage (F&B) industry—particularly in the cookie category. In this digital ecosystem, visual marketing and social proof are crucial tools for building consumer trust. However, Vimel Cookies faces challenges in optimizing purchase intent due to inconsistent visual aesthetics that weaken the brand’s identity, as well as customer reviews that lack specific details regarding taste quality. Consequently, the store experiences a conversion gap: although the number of visitors increased from 3,951 in January to 4,921 in March 2026, this traffic has not yet translated into consistent sales. The objective of this quantitative study is to examine how these two variables influence purchase intent by surveying 96 respondents using purposive sampling via a digital questionnaire. The collected data was then analyzed using SPSS, specifically through instrument validation, classical assumptions, multiple linear regression, t-tests, and F-tests. This study shows that, both individually and collectively, visual marketing and social proof have a positive and significant impact on purchase intent. Thus, strengthening the consistency of visual presentation and optimizing high-quality product reviews are essential strategies for digital SMEs to increase visitors’ propensity to make purchases