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All Journal Jurnal Manajemen Dayasaing Management Analysis Journal Journal of Business and Behavioural Entrepreneurship PRIVE: Jurnal Riset Akuntansi dan Keuangan YUME : Journal of Management REMIK : Riset dan E-Jurnal Manajemen Informatika Komputer Jurnal Ilmu Manajemen Retail Universitas Muhammadiyah Sukabumi (JIMAT UMMI) Jurnal Pengabdian kepada Masyarakat International Journal of Social Science juremi: jurnal riset ekonomi Jurnal Minfo Polgan (JMP) Empowerment Journal Jurnal Pengabdian Masyarakat dan Riset Pendidikan Jurnal Pengabdian Masyarakat Jurnal Manajemen dan Bisnis (J-Mabis)
Sajiwo Tri Prakoso
Universitas 'Aisyiyah Surakarta
Agriculture, Biological Sciences & Forestry Humanities Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Environmental Science Health Professions Languange, Linguistic, Communication & Media Library & Information Science Mathematics Medicine & Pharmacology Public Health Social Sciences Other

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Harnessing The Power of Instagram: Key Factors Influencing Followers' Visit Intentions to Cultural Destinations Daru Putri Kusumaningtyas; Sulistyowati, Raya; Wibowo, Daniel Pungkas Prastia; Prakoso, Sajiwo Tri; Zakiah, Rizka; Lestari, Fitra Dila
Journal of Business and Behavioural Entrepreneurship Vol. 9 No. 2 (2025): Journal of Business and Behavioural Entrepreneurship
Publisher : Fakultas Ekonomi, Universitas Negeri Jakarta, Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.21009/JOBBE.009.2.06

Abstract

This study explores the influence of Museum Generated Content (MGC) on Instagram on perceptions of information quality, customer service, and intention to visit Sonobudoyo Museum. Through quantitative methods and SEM PLS analysis, this study identified that accurate, relevant, and responsive museum content on social media has a significant impact on forming positive perceptions and increasing intention to visit. By involving 206 respondents who are followers of museum Instagram accounts, this study provides in-depth insights into the role of social media in the cultural tourism sector, especially in attracting the interest of the younger generation who are increasingly dependent on digital information in making travel decisions. This study also fills the literature gap regarding the impact of MGC on social media, making an important contribution to the academic understanding of digital marketing in the museum industry. The results of the study Museum Generated Content (MGC) on Instagram has a positive and significant influence on perceptions of information quality, perceptions of service, and intention to visit Sonobudoyo Museum. Accurate, complete, and up-to-date content, as well as responsive and sincere service, have been shown to play an important role in building positive perceptions and increasing intention to visit.
Co-Authors Aflit Nuryulia Praswati Aliani, Frisca Andri Nirwana AN Anita Wahyuningsih, Qori Rahma Kurniawati, Shinta Novi Indriani, Arifah, Aulia Dewi Azis Danuari Aziz Danuri Belligo Agra Chandra Wisnu Utomo Civi Erikawati Civi Erkawati Daru Putri Kusumaningtyas Dela Puspita Sari Dewa, R. Djayendra Diana Pramudya Wardhani Eko Pujiatmoko Imronudin Imronudin Imronudin Imronudin, Imronudin Kharisma Aulia Insani Lestari, Fitra Dila Mahmudulhassan Mahmudulhassan, Mahmudulhassan Muthoifin Nur Amalina Nurul Aisah Pahlevi, Desiva Reza Perdana, Tito Aditya Raya Sulistyowati Salsabila, Fahreza Nur Saputro, Yogi Muhammad Sasongko Tri Utomo Syamsudin Syamsudin Syamsudin Syamsudin Terrensia Sekar Pamastutiningtyas Utomo, Sasongko Tri Waston Wibowo, Daniel Pungkas Prastia WULANDARI, AGUSTIN Zakiah, Rizka