MUSEUM VISIT INTENTION: THE EFFECT OF SOCIAL MEDIA MARKETING AND INFLUENCER'S CREDIBILITY
Article Sidebar
Read Counter : 212
Download : 134
Main Article Content
Abstract
Social media marketing and influencer credibility are viewed as marketing tools in the destination industry. This study explores the influence of social media marketing and influencer credibility on visit intention at the Moja Museum destination. The study expanded the source credibility theory to the use of social media marketing and influencer credibility on the intention to visit. The respondents obtained in this research were 261 who knew the Moja Museum destination and had watched the social media content of @azizsyafiullah and other influencers regarding Moja Museum. Data collection was obtained from distributing questionnaires via Google Form by using purposive sampling techniques. The measurement of this study used a 5-point Likert scale. Analyses on this study were conducted on 236 valid respondents by using Structural Equation Modeling. Results indicated that social media marketing and influencer credibility significantly positively influence visit intention. The implications of this research state that the increases uses of social media marketing and influencer credibility as a marketing method can influence the intention to visit a destination.
Article Details
This work is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License.
This journal provides immediate open access to its content on the principle that making research freely available to the public supports a greater global exchange of knowledge.
IJAEB by Graduate Program of Universitas Tarumanagara is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License.. Permissions beyond the scope of this license may be available at https://journal.untar.ac.id/index.php/ijaeb
References
Aladwani, A. M., & Dwivedi, Y. K. (2018). Towards a theory of SocioCitizenry: Quality anticipation, trust configuration, and approved adaptation of governmental social media. International Journal of Information Management, 43(March), 261–272. https://doi.org/10.1016/j.ijinfomgt.2018.08.009
AlFarraj, O., Alalwan, A. A., Obeidat, Z. M., Baabdullah, A., Aldmour, R., & Al-Haddad, S. (2021). Examining the impact of influencers’ credibility dimensions: attractiveness, trustworthiness and expertise on the purchase intention in the aesthetic dermatology industry. Review of International Business and Strategy, 31(3), 355–374. https://doi.org/10.1108/RIBS-07-2020-0089
Alzaydi, Z. M., & Elsharnouby, M. H. (2023). Using social media marketing to pro-tourism behaviours: the mediating role of destination attractiveness and attitude towards the positive impacts of tourism. Future Business Journal, 9(1), 42. https://doi.org/10.1186/s43093-023-00220-5
Anuar, F. I., Zaid, A. A. A., Zabidi, I. Z., & Kamal, S. N. J. (2021). Young Tourists’ Trust in Instagram Travel Influencers and their Intention to Visit Travel Destinations. International Journal of Academic Research in Business and Social Sciences, 11(16). https://doi.org/10.6007/ijarbss/v11-i16/11236
Baber, R., & Baber, P. (2022). Influence of social media marketing efforts, e-reputation and destination image on intention to visit among tourists: application of S-O-R model. Journal of Hospitality and Tourism Insights. https://doi.org/10.1108/JHTI-06-2022-0270
Badan Pusat Statistik (2021). Jumlah Pengunjung museum Menurut Jenis Museum di Provinsi DKI Jakarta 2019-2021. https://jakarta.bps.go.id/indicator/16/651/1/jumlah-pengunjung-museum-menurut-jenis-museum-di-provinsi-dki-jakarta.html
Badan Pusat Statistik (2023). Jumlah Perjalanan Wisatawan Nusantara Menurut Provinsi Asal (Perjalanan). https://www.bps.go.id/indicator/16/1189/1/jumlah-perjalanan-wisatawan-nusantara.html
Buhalis, D. (2020). Technology in tourism-from information communication technologies to eTourism and smart tourism towards ambient intelligence tourism: a perspective article. Tourism Review, 75(1), 267–272. https://doi.org/10.1108/TR-06-2019-0258
Cheng, Y., Wei, W., & Zhang, L. (2020). Seeing destinations through vlogs: implications for leveraging customer engagement behavior to increase travel intention. International Journal of Contemporary Hospitality Management, 32(10), 3227–3248. https://doi.org/10.1108/IJCHM-04-2020-0319
Claude, L., Malek, P., & Runnvall, L. (2018). Influencers impact on decision-making among generation Y and Z Swedish females when purchasing fast fashion. Title: Influencers impact on decision-making among generation Y and Z Swedish females when purchasing fast fashion. Jönköping University Business School, May.
Cnbcindonesia (2023, 21 April). Minat ke Museum Memprihatinkan, Ini Penyebabnya Kata Ahli. https://www.cnbcindonesia.com/entrepreneur/20230421042423-25-431525/minat-ke-museum-memprihatinkan-ini-penyebabnya-kata-ahli
Gaffar, V., Tjahjono, B., Abdullah, T., & Sukmayadi, V. (2022). Like, tag and share: bolstering social media marketing to improve intention to visit a nature-based tourism destination. Tourism Review, 77(2), 451–470. https://doi.org/10.1108/TR-05-2020-0215
Ghozali, I. & Latan, H. (2020). Partial Least Square: Konsep, Teknik dan Aplikasi SmartPLS 2.0 M3. Semarang: Badan Penerbit Universitas Diponegoro.
Glucksman, M. (2017). The Rise of Social Media Influencer Marketing on Lifestyle Branding : A Case Study of Lucie Fink I . Introduction II . Literature Review. Elon Journal of Undergraduate Research in Communications, 8(2), 77–87.
Han, J., & Chen, H. (2022). Millennial social media users’ intention to travel: the moderating role of social media influencer following behavior. International Hospitality Review, 36(2), 340–357. https://doi.org/10.1108/ihr-11-2020-0069
Isman, I., Patalo, R. G., & Pratama, D. E. (2020). Pengaruh Sosial Media Marketing, Ekuitas Merek, Dan Citra Destinasi Terhadap Minat Berkunjung Ke Tempat Wisata. Jurnal Studi Manajemen Dan Bisnis, 7(1), Inpress. https://doi.org/10.21107/jsmb.v7i1.7447
Kemdikbud (2019). https://museum.kemdikbud.go.id/pengertian-museum MenurutPeraturanPemerintahNo.66,koleksidanmengomunikasikannyakepadmasyarakat
Leung, X. Y., Sun, J., & Bai, B. (2019). Thematic framework of social media research: state of the art. Tourism Review, 74(3), 517–531. https://doi.org/10.1108/TR-05-2018-0058
Morrison, A. M., Bag, S., & Mandal, K. (2023). Virtual reality’s impact on destination visit intentions and the moderating role of amateur photography. Tourism Review. https://doi.org/10.1108/TR-12-2022-0621
Nativeindonesia (2023). Moja Museum, banyak hal seru dan instagramable https://www.nativeindonesia.com/moja-museum/
Ohanian, R. (1991), "The impact of celebrity spokespersons' perceived image on consumers' intention to purchase", Journal of Advertising Research, Vol. 31 No. 1, pp. 46-54.
Özel, Ç. H., & Çoban, E. (2022). Tourists’ intention to visit a destination where child labor is employed: an application of the theory of planned behavior (TPB). Journal of Hospitality and Tourism Insights. https://doi.org/10.1108/JHTI-05-2022-0203
Ponarwan, C., & Tjokrosaputro, M. (n.d.). Pengaruh Social Media Marketing Dan Trust Terhadap Minat Menggunakan Gopay Di Jakarta. www.liputan6.com/tekno
Pramudhita, N. D. E. (2021). The Role of Social Media Marketing Activities to Improve E-Wom and Visit Intention to Indonesia Tourism Destinations through Brand Equity. Jurnal Sekretaris & Administrasi Bisnis (JSAB), 5(1), 17. https://doi.org/10.31104/jsab.v5i1.181
Prayoga, I. C., & Artanti, Y. (2021). Peran Kredibilitas Influencer, Pengetahuan Porduk, Dan Negara Asal Pada Niat Beli Smartphone Oppo A9 2020. Jurnal Muara Ilmu Ekonomi Dan Bisnis, 5(1), 111. https://doi.org/10.24912/jmieb.v5i1.10101
Seçilmiş, C., Özdemir, C., & Kılıç, İ. (2022). How travel influencers affect visit intention? The roles of cognitive response, trust, COVID-19 fear and confidence in vaccine. Current Issues in Tourism, 25(17), 2789–2804. https://doi.org/10.1080/13683500.2021.1994528
Supriwanto, S., & Tunjungsari, H. K. (2020). Mediasi Tourist's Engagement Dalam Pengaruh Interactive E-Referral Pada Intention To Visit Dan E-Referral Sharing Behavior Festival Cap Go Meh Singkawang. Jurnal Muara Ilmu Ekonomi Dan Bisnis, 4(2), 261. https://doi.org/10.24912/jmieb.v4i2.8031
Tuten, T.L. and Solomon, M.R. (2018), Social Media Marketing, 3rd ed., Sage.
Yan, M., Kwok, A. P. K., Chan, A. H. S., Zhuang, Y. S., Wen, K., & Zhang, K. C. (2023). An empirical investigation of the impact of influencer live-streaming ads in e-commerce platforms on consumers’ buying impulse. Internet Research, 33(4), 1633–1663. https://doi.org/10.1108/INTR-11-2020-0625
Zhang, T. (2020). Co-creating tourism experiences through a traveler’s journey: a perspective article. Tourism Review, 75(1), 56–60. https://doi.org/10.1108/TR-06-2019-0251