<![CDATA[AbstractThis study aims to examine the influence of social media engagement and brand awareness on tourist’s intention to visit The Twin Garden Villa Pecatu using a quantitative approach with the Structural Equation Modeling Partial Least Squares (SEM-PLS) method. The sample consisted of 109 respondents selected using simple random sampling. Respondents were social media users who were aware of the brand and interested in visiting the villa. The results show that social media engagement has a positive and significant effect on brand awareness and tourist’s intention to visit. Brand awareness also has a positive and significant effect on intention to visit and acts as a complementary mediator in the relationship between social media engagement and tourist’s intention to visit. These findings support the Theory of Planned Behavior, indicating that subjective norms, attitudes, and perceived behavioral control can be shaped through social media interactions. This study recommends that villa management improve digital content quality and interaction to strengthen brand awareness and increase tourist’s intention to visit. Future research is suggested to include additional variables such as trust, electronic word of mouth (e-WOM) or destination image.Keywords: Social Media Engagement; Brand Awareness; Intention to Visit; Tourism MarketingAbstrakPenelitian ini bertujuan untuk menguji pengaruh keterlibatan media sosial dan kesadaran merek terhadap niat berkunjung wisatawan ke The Twin Garden Villa Pecatu dengan pendekatan kuantitatif melalui metode Structural Equation Modeling Partial Least Squares (SEM-PLS). Sampel penelitian berjumlah 109 responden yang dipilih menggunakan teknik simple random sampling. Responden merupakan pengguna media sosial yang memiliki kesadaran merek dan ketertarikan untuk berkunjung. Hasil penelitian menunjukkan bahwa keterlibatan media sosial berpengaruh positif dan signifikan terhadap kesadaran merek dan niat berkunjung wisatawan. Kesadaran merek juga berpengaruh positif dan signifikan terhadap niat berkunjung serta berperan sebagai mediasi komplementer dalam hubungan tersebut. Temuan ini mendukung Theory of Planned Behavior yang menyatakan bahwa norma subjektif, sikap, dan persepsi kontrol perilaku dapat terbentuk melalui interaksi di media sosial. Penelitian ini merekomendasikan peningkatan kualitas konten dan interaksi digital untuk memperkuat kesadaran merek dan meningkatkan niat berkunjung. Penelitian selanjutnya disarankan menambahkan variabel seperti kepercayaan, e-WOM atau citra destinasi.Kata Kunci: Keterlibatan Media Sosial; Kesadaran Merek; Niat Berkunjung; Pemasaran Pariwisata]]>
