EFEKTIVITAS MEDIA SOSIAL DI MUSEUM MUSIK DUNIA JAWA TIMUR PARK 3

This study evaluates the effectiveness of social media engagement in
increasing visitor interaction at Museum Musik Dunia Jawa Timur Park 3 using the CIPP (Context, Input, Process, Product) evaluation model. The findings indicate that Instagram and TikTok play a vital role in audience engagement and museum branding, but their use remains suboptimal. The context analysis highlights social media’s role in increasing museum visibility, while the input analysis identifies challenges such as limited human resources and lack of a structured content strategy. The process analysis reveals that while educational content enhances the museum’s image, limited content variety and audience
interaction hinder engagement, especially on TikTok. The product analysis shows
that evaluation is primarily based on views, without considering deeper
engagement metrics. This study suggests improving engagement through more
frequent posts, interactive features, audience-focused content, and better
utilization of TikTok to strengthen the museum’s digital presence and visitor
attraction.