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Adina Tika Purnama Dewi
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Social Sciences

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Pengaruh Media Sosial dan Citra Merek terhadap Intensi Kunjungan Konsumen ke Rustic Market Tiny Villages Trawas, Kabupaten Mojokerto Adina Tika Purnama Dewi; Afiefah Sulistyowati; Sugiman Sugiman
Tamasya : Jurnal Pariwisata Indonesia Vol. 3 No. 3 (2026): September : Tamasya : Jurnal Pariwisata Indonesia
Publisher : Asosiasi Peneliti Dan Pengajar Ilmu Sosial Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.62383/tamasya.v3i3.1243

Abstract

This study aims to analyze how social media and brand image influence consumer intention to visit the Small Village Market located in Trawas, Mojokerto Regency. This study adopts a quantitative framework with a causal associative approach. The study population consists of visitors to the Small Village Market in Trawas, with an undetermined exact number. A sample of 110 respondents was determined using the Lemeshow algorithm and selected using a Likert scale from 1 to 4. Data study uses multiple linear regression after assessing validity, reliability, and classical assumptions, and continued with t-test, F-test, and coefficient of determination (R²). The study shows that social media has a positive and significant impact on consumer visit intention, with a significance value of p < 0.001. The positive and significant impact of brand image on consumer visit intention is clearly visible, indicated by a significance value of p < 0.001. Simultaneously, social media and brand identity have an important role in shaping consumer visit intention, as evidenced by a significance value of p < 0.001. The coefficient of determination (R²) of 0.806 shows that social media and brand image explain 80.6% of the fluctuation in visit intention, with the remaining 19.4% influenced by variables outside the scope of this study. The study provides implications for Rustic Market Tiny Villages management to strengthen brand image to increase consumer visit intention.
Co-Authors Afiefah Sulistyowati Sugiman Sugiman