Pengaruh Pemasaran Media Sosial, Kepercayaan dan Nilai Yang Dirasakan Terhadap Niat Kunjungan : Peran Citra Destinasi Pada Taman Mini Indonesia Indah
Kata Kunci:
Pemasaran Media Sosial, Kepercayaan, Nilai Yang Dirasakan, Niat Kunjungan, Citra DestinasiAbstrak
Penelitian ini bertujuan untuk menganalisis pengaruh social media marketing, trust, dan perceived value terhadap visit intention wisatawan ke Taman Mini Indonesia Indah (TMII), dengan destination image sebagai mediator. Pendekatan yang digunakan adalah kualitatif deskriptif eksploratif, dengan teknik pengumpulan data berupa wawancara mendalam dengan pengunjung dan pengelola TMII, serta analisis konten media sosial terkait destinasi ini. Hasil penelitian menunjukkan bahwa social media marketing melalui platform seperti Instagram dan TikTok berperan penting dalam membentuk citra destinasi yang positif, yang kemudian meningkatkan niat berkunjung wisatawan. Selain itu, trust yang dibentuk melalui e-WOM dan perceived value yang dirasakan oleh wisatawan turut mempengaruhi keputusan mereka untuk berkunjung. Destination image terbukti memainkan peran penting sebagai mediator yang menghubungkan faktor-faktor tersebut dengan visit intention. Penelitian ini memberikan wawasan bagi pengelola TMII untuk meningkatkan efektivitas pemasaran berbasis digital dalam memperkuat citra destinasi dan meningkatkan niat berkunjung wisatawan.
Kata Kunci: Social Media Marketing; Trust; Perceived Value; Visit Intention; Destination Image
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