Pengaruh Konten Visual dan Storytelling pada Instagram dalam Meningkatkan Minat Kunjungan Konsumen ke Bendega Jimbaran

I Kadek Pasek Pastika Jaya; Putu Ratna Juwita Sari; Komang Sri Widiantari; Putu Ayu Titha Paramita Pika

doi:10.37481/sjr.v9i2.1407

Authors

I Kadek Pasek Pastika Jaya Universitas Pendidikan Nasional
Putu Ratna Juwita Sari Universitas Pendidikan Nasional
Komang Sri Widiantari Universitas Pendidikan Nasional
Putu Ayu Titha Paramita Pika Universitas Pendidikan Nasional

DOI:

https://doi.org/10.37481/sjr.v9i2.1407

Keywords:

Visual Content, Storytelling, Visit Intention, Instagram Marketing, Culinary Tourism

Abstract

The post-pandemic recovery of the food and beverage industry has encouraged culinary businesses to intensify digital marketing strategies, particularly through social media platforms such as Instagram. However, limited empirical studies have specifically examined how Instagram-based visual content and storytelling influence consumers’ visit intention to culinary destinations. This study aims to analyze the effect of visual content and storytelling on consumers’ visit intention to Bendega Bali Jimbaran. A quantitative approach was employed by distributing structured questionnaires to 120 Instagram users who had viewed Bendega Bali Jimbaran’s Instagram content. The data were collected using purposive sampling and analyzed through multiple linear regression using SPSS. The results indicate that visual content has a positive and significant effect on visit intention (? = 0.490, p < 0.001), while storytelling also shows a positive and significant influence (? = 0.294, p < 0.001). Simultaneously, both variables significantly affect visit intention, with the model explaining 75% of the variance. These findings highlight the importance of integrating high-quality visual presentation and meaningful storytelling in Instagram marketing strategies to enhance consumers’ intention to visit culinary destinations.

References

Adri Makarim, I., & Pradana, B. I. (2022). Pengaruh pemasaran digital, word of mouth, dan online customer review terhadap minat kunjungan wisatawan. Jurnal Manajemen Pemasaran dan Perilaku Konsumen, 1(1), 139-146.

Astika, U. I., Markoni, & Anindea, F. (2024). The role of Instagram visual content on user purchase intention through product information availability. International Journal of Administration, Business & Organization, 5(1), 1-11.

Azzara, V. P., & Prasetyo, T. (2024). Analisis konten Instagram terhadap minat pengunjung (Studi kasus: Museum Seni Rupa dan Keramik). Management & Accounting Expose, 7(1), 85-93.

Chen, T., Fan, X., He, J., Fan, J., & Chen, W. (2024). When “I” or “s/he” uses the product: The impact of narrative perspective on consumers’ brand attitudes in storytelling ads. Frontiers in Psychology, 15, 1-12.

Diputri, A. T., & Afriani, A. L. (2022). Pengaruh media sosial Instagram terhadap brand image PT Hijau Indah Selaras. Communicology: Jurnal Ilmu Komunikasi, 10(2), 169-187.

Doahir, A., Salam, M. F., & Rijal, S. (2024). Pengaruh konten visual, komunikasi, dan kolaborasi media sosial Instagram terhadap peningkatan minat berkunjung pada mal di Kota Makassar. Bisnis-Net Jurnal Ekonomi dan Bisnis, 7(2), 529-541.

Ghozali, I. (2018). Aplikasi analisis multivariate dengan program IBM SPSS 25. Badan Penerbit Universitas Diponegoro.

Gofar, S., & Chrismardani, Y. (2024). Pengaruh konten visual di Instagram dan citra destinasi terhadap minat berkunjung wisatawan Gen Z. Ar-Ribhu: Jurnal Manajemen dan Keuangan Syariah, 5(2), 64-74.

Hair, J. F., Black, W. C., Babin, B. J., & Anderson, R. E. (2010). Multivariate data analysis (7th ed.). Pearson Education.

Joseph, A., T. P., V., & Thomas, T. (2024). How social media influences travel decisions: The effect of user-generated content, visual appeal, and storytelling on destination intentions. South India Journal of Social Sciences, 22(4), 349-359.

Maharani, A. J., & Setiawati, S. D. (2024). Penggunaan storytelling dalam pemasaran digital pelaku UKM perempuan. Syntax Literate: Jurnal Ilmiah Indonesia, 9(1), 265-273.

Mahmud, Y., Krisnanda, R., Fitriatul ’Ulya, A., & Puspitasari, R. (2022). Pengaruh daya tarik wisata terhadap minat kunjungan pada Cafe Sawah Desa Wisata Pujon Kidul. Jurnal Ilmiah Pariwisata, 2(2), 7-17.

Mandung, F. (2024). The influence of storytelling techniques in digital marketing on brand loyalty: A consumer psychology perspective. Golden Ratio of Marketing and Applied Psychology of Business, 5(1), 66-78.

Nugraha, Y. C., Wissen, S., & Kurniawan, S. P. (2024). Food consumption behavior in Bandung post COVID-19 pandemic emergence. Journal of Management and Business Review, 21(1), 34-50.

Olivia, J., Antonina, D., Jokom, R., & Iskandar, V. (2022). Analisa pengaruh kompleksitas visual pada foto makanan di Instagram terhadap minat beli melalui respon emosional. Jurnal Manajemen Perhotelan, 7(2), 84-92.

Prajarini, D., & Sayogo, D. (2021). Pengaruh desain post Instagram terhadap minat pembelian produk UMKM kedai kopi di Kabupaten Sleman. ANDHARUPA: Jurnal Desain Komunikasi Visual & Multimedia, 7(1), 187-199.

Primadewi, S., Fitriasari, W., & Adhysti, K. (2022). Pengaruh stimulus pemasaran digital terhadap respons konsumen dalam perspektif S-O-R. Jurnal Sosial dan Teknologi (SOSTECH), 2(10), 846-856.

Priskila, A. M., Ardhiani, O., & Arifah, P. (2024). Pembentukan personal branding melalui storytelling (Studi pada akun Instagram Ivy Wijaya). BroadComm, 6(1), 13-24.

Putri, N. C., & Christin, M. (2024). Komunikasi pemasaran melalui storytelling media sosial Instagram Live Klinik Kopi Yogyakarta. Jurnal Ilmu Komunikasi, 8(2), 429-441.

Rahman, W. N. A., Mutum, D. S., & Ghazali, E. M. (2022). Consumer engagement with visual content on Instagram: Impact of different features of posts by prominent brands. International Journal of E-Services and Mobile Applications, 14(1), 1-21.

Sastria Mahrani, W. (2024). The impact of the COVID-19 pandemic on company financial performance: Case study of food and beverage companies listed on the IDX. International Journal of Economics, Business and Accounting Research, 8(2), 7823-7830.

Sugiyono. (2013). Metode penelitian kuantitatif, kualitatif, dan R&D. Alfabeta.

Sugiyono. (2018). Metode penelitian manajemen. Alfabeta.

Sugiyono. (2019). Metode penelitian kuantitatif. Alfabeta.

Sunarso, B., Tusriyanto, & Mustafa, F. (2023). Analysing the role of visual content in increasing attraction and conversion in MSME digital marketing. Journal of Contemporary Administration and Management, 1(3), 193-200.

Syifanizar Edwin, A., & Farhan Faturrahman, M. (2025). Pengaruh konten promosi wisata alam di Instagram @twa_mangrove terhadap minat kunjungan wisatawan. Jurnal Pariwisata dan Komunikasi, 3(2), 1-8.

Wibowo, W., Choiri, A., Panggabean, N. A., Fatiha, N., & Irfaniah, N. R. (2025). Instagramable tourism: Analisis dampak visualisasi destinasi di era media sosial. TOBA (Journal of Tourism, Hospitality, and Destination), 4(2), 111-119.