INTENTION TO VISIT JAKARTA ESCAPE CITY TOURIST PARK: ABOUT THE ROLE OF SOCIAL MEDIA MARKETING

Abstract

This study aims to analyze the influence of Social Media Marketing, Electronic Word of Mouth, and Destination Image on the Intention to Visit Jakarta Escape Citypark. Data were collected through an online questionnaire involving 200 respondents who are Instagram users exposed to promotional content of Jakarta Escape Citypark on Instagram and intend to visit citypark / green open space in the near future. The research is designed as a quantitative with the data analysis technique used is Structural Equation Modeling (SEM) with Lisrel 8.8 software. The hypothesis testing results show that the three independent variables have a positive and significant influence on the dependent variable: Intention to Visit.