PENGARUH SOCIAL MEDIA MARKETING TERHADAP VISIT INTENTION YANG DIMEDIASI OLEH DESTINATION IMAGE (STUDI KASUS PADA CALON WISATAWAN DINO PARK)

This study aims to analyse the effect of social media marketing on visit intention among prospective Dino Park tourists, with Destination image as a mediating variable. Data were collected through a survey of 110 prospective Dino Park tourists using purposive sampling. The data analysis technique used is Structural Equation Modeling (SEM) Second Order with the help of SmartPLS 4 application. The results showed that social media marketing has a positive effect on visit intention. Destination image also has a positive effect on visit intention. Destination image is proven to mediate the influence of social media marketing on visit intention. These findings indicate that Dino Park managers need to utilise social media marketing effectively to increase tourist visit intention. Informative, interesting, and interactive social media marketing content can build a positive Destination image and encourage tourists to visit.