Article Per Year (5 Year)
p-Index From 2020 - 2025
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All Journal Journal of Comprehensive Science
Hidayat, Andrian Rachmat
Unknown Affiliation
Computer Science & IT Economics, Econometrics & Finance Electrical & Electronics Engineering Languange, Linguistic, Communication & Media Library & Information Science

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The Effect Of Instagram Content And Visualization @Jktgo On The Intention To Visit Among The Community Hidayat, Andrian Rachmat; Edhy Aruman LSPR, Akhmad
Journal of Comprehensive Science Vol. 4 No. 6 (2025): Journal of Comprehensive Science
Publisher : Green Publisher Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.59188/jcs.v4i6.3335

Abstract

Instagram has become a dominant social media platform that influences public decisions, particularly when selecting travel destinations and culinary spots. The @JKTGO account, with 1.4 million followers, leverages visually appealing content to shape the public's visit intentions. This study analyses the impact of Instagram exposure and content visualization on the intentions of the public to visit. This study uses SOR theory with a quantitative method using a survey of 385 respondents. Data were analyzed using Partial Least Squares-Structural Equation Modeling (PLS-SEM). The results indicate that both Instagram exposure and content visualization significantly influence visit intentions, with content visualization having a more substantial impact. The study concludes that visual elements are crucial in digital marketing strategies, particularly in enhancing the appeal of travel and culinary destinations. These findings can assist destination managers, and businesses develop more effective promotional strategies.
Co-Authors Aruman, Akhmad Edhy