SOCIAL MEDIA MARKETING ACTIVITY INFLUENCES VISIT INTEREST TO INDONESIAN TOURISM DESTINATION WITH BRAND EQUITY AS INTERVENING VARIABLE

Authors

  • Suryana Heryawan Achmad1
  • Astri Wulandari
  • Dandy Marcelino

Abstract

Social media, such as Instagram, is the most widely utilized kind of media since it can reach a large number of people. Currently, the Indonesian tourism sector promotes Indonesian tourism to travelers, particularly millennial tourists, using digital channels, one of which is social media. As a result, the author is eager to raise awareness of the phenomena of social-media-marketing in the tourist business. The goal of this research is to see how much influence of social-media-marketing efforts have on the visit interest of Indonesian tourist sites via intervening brand equity factors among travelers who follow the IG account @Pesonaid_travel. The quantitative research approach was applied with a measuring scale called as Likert scale. With a sample of 400 responders, the population in this study was followers of the Instagram account @Pesonaid_travel. The sampling strategy is non-probability sampling, and the SEM (structured-equation-model) is a method of data analysis with the SmartPLS program. The findings of this study include respondents' answers to varied social-media-marketing activity and interest in visiting the good category, as well as respondents' responses to varying brand equity. Hypothesis testing reveals that, in addition to the effects of social-media-marketing activity on visit interest via intervening brand equity factors, which has a positive but non-significant effect, the other hypotheses have a positive and significant effect.

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Published

2022-04-01

How to Cite

Suryana Heryawan Achmad1, Astri Wulandari, & Dandy Marcelino. (2022). SOCIAL MEDIA MARKETING ACTIVITY INFLUENCES VISIT INTEREST TO INDONESIAN TOURISM DESTINATION WITH BRAND EQUITY AS INTERVENING VARIABLE. PalArch’s Journal of Archaeology of Egypt / Egyptology, 19(1), 1311-1337. Retrieved from https://archives.palarch.nl/index.php/jae/article/view/10899