Media Sosial Berbasis Visual Dan Preferensi Konsumen Dalam Desain Interior; Tinjauan Literatur Sistematis S-O-R Theory

Abstract

Visual-based social media platforms such as Instagram and Pinterest have transformed interior design communication from experiential interactions within physical spaces to curated representations of “space as image” disseminated through platform features. Nevertheless, empirical evidence concerning the impact of visual stimuli on consumer preferences in interior design remains disjointed across various fields and has not been cohesively integrated within the Stimulus–Organism–Response (S–O–R) framework. This study seeks to delineate predominant visual stimuli (aesthetics, composition, storytelling, affordance/interactivity, and credibility cues), identify essential organism constructs (emotion, aesthetic perception, telepresence/ experience, trust, perceived value, social presence, and identity), and summarise the most frequently assessed response forms (engagement, eWOM, preference, purchase intention, and impulsive buying). The methodology employed was a Systematic Literature Review (SLR) for the years 2020–2025, involving a gradual selection process (deduplication, title–abstract screening, full-text review), structured data extraction grounded in the S–O–R framework, and a quality assessment to identify the most pertinent and methodologically sound articles. The synthesis results show that visual stimuli and platform affordances have a significant effect on how people feel and think, which in turn affects their level of interest, preference, and intention to act. The conclusion underscores the significance of uniform S–O–R synthesis across platforms/formats and the necessity for additional research on more specific and cross-cultural interior preferences.