The Influence of Visual Content and Social Media Strategies on Digital Branding at 3R Florist Sengkang

Abstract

The evolution of digital marketing encourages business owners to leverage visual content and social media strategies to build brand identity and image. This study aims to analyze the influence of Visual Content and Social Media Strategy on the Digital Branding of 3R Florist Sengkang, both partially and simultaneously. A quantitative approach was employed, involving 91 respondents. Data were collected via questionnaires and analyzed using multiple linear regression with SPSS version 25. The results indicate that Visual Content has a positive and significant effect on Digital Branding, with a regression coefficient of 0.379, a t-value of 3.952, and a significance level of p < 0.001. Social Media Strategy also has a positive and significant effect on Digital Branding, with a regression coefficient of 0.230, a t-value of 2.375, and a significance level of 0.020. Simultaneously, both variables significantly influence Digital Branding, as evidenced by an F-value of 32.877 and a significance level of p < 0.001. The coefficient of determination (R²) of 0.428 indicates that Visual Content and Social Media Strategy collectively explain 42.8% of the variation in Digital Branding, while the remaining 57.2% is attributable to factors outside the research model. These findings demonstrate that presenting engaging visual content and implementing a planned social media strategy are crucial aspects of supporting digital branding for a florist business. The study offers practical implications for 3R Florist Sengkang to develop consistent, informative, and relevant content while enhancing the quality of audience interaction via social media.