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All Journal International Journal of Evaluation and Research in Education (IJERE) Cakrawala Pendidikan Jurnal Psikologi REKA INTEGRA Journal of Marine Research Jurnal Indo-Islamika Program Kreativitas Mahasiswa - Karsa Cipta ESOTERIK Gadjah Mada Journal of Psychology Jurnal Pengukuran Psikologi dan Pendidikan Indonesia (JP3I) Jurnal Sains Psikologi JURNAL LENTERA : Kajian Keagamaan, Keilmuan dan Teknologi Jurnal Dakwah dan Komunikasi International Journal of Islamic Economics and Finance (IJIEF) Jurnal SOLMA MAGHZA: Jurnal Ilmu Al-Qur´an dan Tafsir Dialogia: Jurnal Studi Islam dan Sosial Perada: Jurnal Studi Islam Kawasan Melayu Journal of Information System, Applied, Management, Accounting and Research Ath Thariq Jurnal Dakwah dan Komunikasi Journal Psikogenesis JATI (Jurnal Mahasiswa Teknik Informatika) Riayah: Jurnal Sosial dan Keagamaan Literatus Tabularasa: Jurnal Ilmiah Magister Psikologi Jurnal Dakwah dan Komunikasi Atta'dib Jurnal Pendidikan Agama Islam QAULAN: Journal of Islamic Communication Jurnal Publik: Jurnal Ilmiah Bidang Ilmu Administrasi Negara MUMTAZ : Jurnal Pendidikan Agama Islam Journal of Accounting and Finance Management (JAFM) Takuana: Jurnal Pendidikan, Sains, dan Humaniora Journal of Indonesian Psychological Science (JIPS) Tadris: Jurnal Pendidikan Islam Journal of Artificial Intelligence and Digital Business Jurnal Pendidikan Indonesia (Japendi) MANAGER: Journal of Management and Administration Science Riwayat: Educational Journal of History and Humanities AHSAN: Jurnal Dakwah dan Komunikasi Journal Creativity Journal of Innovative and Creativity Dinika: Academic Journal of Islamic Studies. KANGMAS: Karya Scientific Community Service is a journal Shahih : journal of islamicate multidisciplinary Journal of Multidisciplinary Inquiry in Science, Technology and Educational Research FIKROTUNA: Jurnal Pendidikan dan Manajemen Islam Journal of Islamic Elementary Education Jurnal Ngejha
Ali Ridho
Institut Teknologi Nasional Bandung
Religion Arts Humanities Computer Science & IT Decision Sciences, Operations Research & Management Earth & Planetary Sciences Economics, Econometrics & Finance Education Electrical & Electronics Engineering Engineering Environmental Science Health Professions Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Library & Information Science Mathematics Public Health Social Sciences Other

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Journal : MANAGER: Journal of Management and Administration Science

 1 
THE INFLUENCE OF SOCIAL MEDIA MARKETING STRATEGY ON PURCHASE INTENTION OF DEPOKFANTASYLAND TOURISM TICKETS MEDIATED BY BRAND AWARENESS Sari, Dhea Nurmala; Sudari, Suci Ayu; Ridho, Ali
MANAGER: Journal of Management and Administration Science Vol. 4 No. 1 (2025): MANAGER: Journal of Management and Administration Science
Publisher : ASIAN PUBLISHER

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.58738/manager.v4i1.855

Abstract

This study aims to analyze the effect of social media marketing strategies on the purchase intention of tourism tickets to DepokFantasyLand, with brand awareness as a mediating variable. In today’s digital era, social media serves as a strategic promotional tool in the tourism sector. However, DepokFantasyLand still faces several challenges in building audience engagement and enhancing brand awareness, particularly on platforms such as Instagram and TikTok. This research employs a quantitative approach using the Structural Equation Modeling (SEM) method through the SmartPLS application. The sampling technique used is purposive sampling, involving a total of 100 respondents consisting of visitors or potential visitors who have encountered promotional content about DepokFantasyLand via social media. The results show that: (1) Social media marketing strategies significantly influence the improvement of brand awareness; (2) Brand awareness has a significant effect on the intention to purchase tourism tickets; and (3) Social media marketing strategies also have a significant indirect effect on purchase intention through brand awareness as a mediating variable. These findings affirm that optimizing digital marketing strategies plays a crucial role in attracting consumer interest and encouraging ticket purchase decisions.
Co-Authors A Halim Abdillah Abdillah Abdul Holik, Abdul Abdul Mana Nasution Abdul Muhid, Abdul Adityo Harmawan Agustin, Yunita Agustin, Yunita Agustin Ah. Zakki Fuad Ahmad Jailani, Ahmad Ahmad Yusuf Aidillah Suja Amri, Yasirul Ananda, Reka Andry Budianto, Ahmad Anggraeni, Dea Tiara Anindito Aditomo Arinil Haq Bambang Sigit Widodo Delianis Pringgenies Denha, Boorahan Dewi Puspita Sari Dwi Rachmawati Eko Agus Prasetyo, Eko Agus Elkushli, Salem Ahmed A Fahruddin, Ahmad Hanif Fahrudi Setiawan, Ahmad Fardhani Rozak Rahmatullah, Fardhani Rozak Faridhotun Nisa Fathul Lubabin Nuqul Fathur Rohman, Fathur Febria Anjara GITA PERMATA LIANSARI Haq, Muhammad A'inul Harahap, A Aziz Harchanio Adi Setyawan, Harchanio Adi Hariri, Moh Hazael, Hazael Hazael, Yerikho Amoz Heni Listiana Iin Tri Rahayu Imron, Muzammil Irsan, M Syah Irsan, M. Syah Ismail Ismail JM Muslimin Kholili, Ach. Kristiyono, Kristiyono Kusaeri Kusaeri M TAUFIQ Maghfirah, Ayya Mahfudz Abd Qadir, Ach Maimun Maimun Maksin, Mastina Mangkarto, Ridzki Kurniawan Mansur, AH Masri, Muhammed Sharin Haji Mauludiyah, Lilik Mawazi, Abd Rahman Melani, Alisyia Putri Muallifah, Muallifah Mubaraq, Ahmad Mubaraq, Husni Mubaroq, Alvan Muh. Rusli Muhamad Ali Muhamad Ali Muhammad Alfan Sidik Muhammad Anshori MUHAMMAD ANSHORI, MUHAMMAD Muhammad Ilham Muhammad Rofiq Muhammed Sharin Haji Masri Muvid, Muhamad Basyrul Muvid Nasaruddin Nasaruddin Nisa, Faridhatun Nora Listiana Nuraliza, Vadhea Nurlaily Vendyansyah Ongky Alexander Prastiyono, Hendri Rahmat, Syahrul Rahmawati, Ai Rahmawati, Roro Kurnia Nofita Ramadani, Khaerunisa Renti Yasmar, Renti Ridho, Dewinta Illinia Rifa'i, Akhmad Rispianda Rispianda S.M. Aksan, Nurul Izzah Saifuddin Azwar Samsul Arifin Sari, Dhea Nurmala Siswanti, Ariska Dwi Sobri, Irwan Mohd Sofian, Ganjar Yusup sri murtini . Sudari, Suci Ayu Sujud, Mohammad Syailendra Reza Irwansyah Thibburruhany, Thibburruhany Toha, Toha Udriyah, Udriyah Ummah, Shofiyatul Wahyu Ilaihi Wahyudi, Noor Wildan Munawar WIWIK SRI UTAMI Yancik, Yupiter Yasirul Amri Zahroh, Elok Azimatuz Zainollah Zainollah