Analisis Strategi Komunikasi Visual Konten Instagram @Tokokopimanusia dalam Menarik Minat Beli Konsumen

This study aims to analyze the visual communication strategies used in the Instagram content of @tokokopimanusia to attract consumer purchase interest. This research employs a qualitative descriptive approach using a case study method. Data were collected through in-depth interviews, non-participant observation, and documentation. The analysis applies Sonja K. Foss’s visual rhetoric theory, which examines the nature, function, and evaluation of images, alongside four indicators of purchase interest: transactional, referential, preferential, and exploratory interest. The findings show that @tokokopimanusia builds its brand identity through visual elements such as color, typography, product photography, video, and copywriting, supported by the taglines “Merayakan Manusia” and “Berdiri Sejak Zaman Edan.” Its soft-selling approach combines product promotion with humanitarian values and social issues. These visual strategies can attract attention, stimulate curiosity, and encourage audiences to seek further information about products, prices, and store locations. However, visual appeal alone does not determine purchase decisions, as consumers also consider taste, price, location, comfort, customer reviews, and direct experience.