Estetika QR Code dan Niat Memindai: Menguji Peran Mediasi Kredibilitas Merek
DOI:
https://doi.org/10.58192/ebismen.v5i3.5007Keywords:
Scan intention, Brand credibility, Perceived QR code aesthetic, QR Code, Scanning intentionAbstract
QR codes are increasingly used in brand promotional media to connect consumers with digital information. However, the presence of a QR code does not automatically encourage consumers to scan it, particularly when its visual appearance is perceived as unattractive, unclear, or poorly integrated with the promotional design. This study aims to examine the effect of perceived QR code aesthetic on QR code scanning intention, with brand credibility as a mediating variable. A quantitative explanatory approach was employed using survey data from 157 respondents who had been exposed to brand promotional media containing QR codes. The data were analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM) with SmartPLS 3. The results show that perceived QR code aesthetic has a positive and significant effect on brand credibility and scanning intention. Brand credibility also has a positive and significant effect on scanning intention. The mediation test indicates that brand credibility partially mediates the relationship between perceived QR code aesthetic and scanning intention. These findings suggest that aesthetic QR code design is not only a visual element but also a credibility cue that can strengthen consumers’ intention to interact with brand promotional content. The study contributes to digital marketing and visual branding literature by highlighting the role of QR code aesthetics in shaping consumer response.
QR Code semakin banyak digunakan dalam media promosi merek untuk menghubungkan konsumen dengan informasi digital. Namun, keberadaan QR Code tidak selalu mendorong konsumen untuk memindai, terutama apabila tampilannya dipersepsikan kurang menarik, kurang jelas, atau tidak terintegrasi dengan desain promosi. Penelitian ini bertujuan untuk menguji pengaruh perceived QR code aesthetic terhadap niat memindai QR Code dengan brand credibility sebagai variabel mediasi. Penelitian ini menggunakan pendekatan kuantitatif eksplanatori melalui survei terhadap 157 responden yang pernah terpapar media promosi merek yang memuat QR Code. Data dianalisis menggunakan Partial Least Squares Structural Equation Modeling (PLS-SEM) dengan SmartPLS 3. Hasil penelitian menunjukkan bahwa perceived QR code aesthetic berpengaruh positif dan signifikan terhadap brand credibility dan niat memindai. Brand credibility juga berpengaruh positif dan signifikan terhadap niat memindai. Hasil uji mediasi menunjukkan bahwa brand credibility memediasi secara parsial hubungan antara perceived QR code aesthetic dan niat memindai. Temuan ini menunjukkan bahwa desain QR Code yang estetis tidak hanya berfungsi sebagai elemen visual, tetapi juga sebagai sinyal kredibilitas yang dapat memperkuat niat konsumen untuk berinteraksi dengan konten promosi merek. Penelitian ini berkontribusi pada literatur pemasaran digital dan visual branding dengan menegaskan peran estetika QR Code dalam membentuk respons konsumen.
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