Pengaruh Visualisasi Dan Kualitas Foto Produk Kuliner Dengan Smartphone Terhadap Minat Beli Konsumen Pada UMKM Pasar Cikunir Bekasi

Abstract

In today's digital era, visual product presentation is a key element in attracting buyer interest, particularly for Micro, Small, and Medium Enterprises (MSMEs). This study employs a quantitative approach using a purposive sampling technique. The objective is to understand the impact of visualization and the quality of smartphone-captured culinary product photos on consumer purchase intention regarding MSMEs at the Cikunir Market in Bekasi City. The study involved a sample of 105 respondents. Data were collected via questionnaires distributed to consumers who had purchased culinary products from MSMEs at the location. Data analysis reveals a significant relationship between the visualization and quality of culinary product photos and consumer purchase intention. This is evidenced by a coefficient of determination (R²) of 97.9%, indicating that visualization and photo quality collectively contribute 97.9% to purchase intention. These findings confirm that both visualization and product photo quality—even when using a smartphone camera—can enhance appeal and influence consumer purchasing decisions. The study recommends that MSMEs place greater emphasis on visual elements within their digital marketing strategies.