PERAN CITRA OBJEK WISATA DALAM MEMEDIASI PENGARUH INFLUENCER MARKETING DAN EVENT TERHADAP KEPUTUSAN BERKUNJUNG KAWASAN WISATA PERDESAAN “MAHALOKA“ DI KABUPATEN MUSI RAWAS

This study aims to analyze the role of tourist attraction image in mediating the influence of influencer marketing and events on visiting decisions for the “Mahaloka” rural tourism area in Musi Rawas Regency. The research method used is quantitative, with a population of all tourists visiting the tourist attraction. The sample in this study amounted to 130 respondents collected through the distribution of online questionnaires. Data analysis was carried out using Smart PLS, including research instrument tests, inner model tests, and direct and mediating influence hypothesis testing. The results showed that influencer marketing has a positive and significant influence on visiting decisions and tourist attraction image. Event organization also has a positive and significant influence on visiting decisions and tourist attraction image. Furthermore, job satisfaction has an influence on employee performance, work motivation has a significant influence on job satisfaction, and work discipline has a significant influence on job satisfaction. In addition, the image of the tourist attraction is proven to have a positive and significant effect on visiting decisions, as well as mediating the influence of influencer marketing and events on tourist visiting decisions.