VISUAL BRANDING'S IMPACT ON CONSUMER PURCHASING IN THE DIGITAL ERA: A SYSTEMATIC LITERATURE REVIEW

Lydia Wulandari Budi Putri; Omike Arma

doi:10.1234/mosaic.v1i1.14

VISUAL BRANDING'S IMPACT ON CONSUMER PURCHASING IN THE DIGITAL ERA: A SYSTEMATIC LITERATURE REVIEW

Authors

Lydia Wulandari Budi Putri Institut Teknologi Harapan Bangsa, Indonesia
Omike Arma IPMI International Business School, Indonesia

DOI:

https://doi.org/10.1234/mosaic.v1i1.14

Keywords:

visual, branding, consumer, purchase, digital

Abstract

Effective visual branding can significantly enhance brand awareness and influence consumer purchase decisions in the current digital era. This research aims to analyze the impact of visual branding on consumer purchasing decisions. The findings indicate that visual branding elements positively and significantly influence consumer buying behavior. Furthermore, an appealing and easily recognizable visual identity can enhance consumer preference for a product. This study provides insights for marketers to develop effective visual branding strategies to attract consumer interest and purchasing decisions in the digital age.

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