<![CDATA[This study aims to examine the effect of endorsement on tourism behavior and to assess the mediating roles of brand social media and visit intention in that relationship. The research subjects were tourists at Urban Villa in Batu City who had seen promotions on social media. The sample consisted of 100 respondents selected using purposive sampling in accordance with research standards. Data were collected through the distribution of questionnaires as the primary data source and supplemented by secondary data relevant to the study. Data analysis was conducted using the Partial Least Squares-Structural Equation Modeling (PLS-SEM) approach with the assistance of SmartPLS version 4.0. The results indicate that endorsement has a positive and significant effect on tourism behavior, brand social media, and visit intention. Furthermore, Social Media Brand and Visit Intention also have a positive and significant effect on Tourism Behavior. In the mediation test, Social Media Brand and Visit Intention were found to significantly mediate the effect of Endorsement on Tourism Behavior. These findings indicate that endorsement strategies through influencers not only shape tourists’ positive perceptions of Urban Villa Kota Batu’s social media but also increase visit intention, which ultimately drives tourism behavior. The results of this study have implications for the development of digital tourism marketing research and provide insights for the management of Urban Villa Kota Batu in designing more efficient influencer- and social media-based promotional strategies.]]>
