<![CDATA[Kintamani sebagai salah satu destinasi unggulan di Bali yang memiliki daya tarik alam dan budaya. Exposure Media Sosial berperan terhadap pesan dalam media, sedangkan Electronic Word of Mouth penyebaran informasi yang terjadi melalui berbagai platform media sosial. Penelitian ini bertujuan untuk mengukur pengaruh Exposure media sosial dan Electronic Word of Mouth terhadap keputusan berkunjung ke Kintamani. Metode yang digunakan adalah kuantitatif melalui penyebaran kuesioner kepada 100 responden dengan teknik purposive sampling. Analisis dilakukan menggunakan SEM-PLS untuk menguji outer model, inner model dan hipotesis. Hasil menunjukkan bahwa Exposure media sosial berpengaruh positif sebesar 42,6% dan Electronic word of mouth sebesar 49,2% terhadap keputusan berkunjung. Temuan ini menunjukan bahwa Exposure media sosial dan Electronic word of mouth dapat mendorong adanya keputusan berkunjung. Oleh karena itu, optimalisasi strategi promosi digital melalui media sosial sangat disarankan untuk meningkatkan kunjungan wisatawan ke Kintamani. Kintamani is one of Bali’s prime tourist destinations, known for its natural and cultural attractions.Social Media Exposure plays a role in messages in the media, while Electronic Word of Mouth is the dissemination of information that occurs through various social media platforms. This study aims to measure the influence of social media exposure and electronic word of mouth on the decision to visit Kintamani. The method used in quantitative by distributing questionnaires to 100 respondents with a purposive sampling technique. The analysis was carried out using SEM-PLS to test the outer model, inner model and hypothesis. The results show that social media exposure has a positive effect of 42.6% and electronic word of mouth has a positive effect of 49.2% on the decision to visit. This finding shows that social media exposure and electronic word of mouth can encourage a decision to visit. It is therefore recommended that digital marketing strategies be optimized, particularly through social media platforms, to enhance destination visibility and attract more visitors to Kintamani.]]>
