The Visual Influence of Food Photos on Kozy Lab's Instagram Account on Consumer Engagement

Abstract

The development of social media has created new opportunities for culinary businesses to promote their products through visual content. Instagram, as a visual-based platform, allows businesses to present food products through attractive food photography that may encourage consumer interaction. This study aims to determine the influence of food photography visuals on consumer engagement on Kozy Lab's Instagram account. This research employed a quantitative approach with a questionnaire distributed to 100 respondents. The data were analyzed using validity and reliability tests, followed by multiple linear regression analysis to examine the partial and simultaneous effects of photo composition, lighting, color, image sharpness, and visual aesthetics on consumer engagement. The results showed that all five visual variables had a significant partial influence on consumer engagement, with significance values below 0.05. Simultaneously, the five variables also had a significant influence, indicated by an F-value of 47.707 and a significance value of 0.000. The regression model produced an R value of 0.847 and an R Square value of 0.717, indicating that food photography visuals explained 71.7% of the variation in consumer engagement. Among the variables, lighting was the most dominant factor, with a standardized beta coefficient of 0.378. These findings indicate that the quality of food photography plays an important role in attracting consumer attention and encouraging engagement with Kozy Lab's Instagram content.