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PENGARUH KONTEN INSTAGRAM @ULLENSENTALU TERHADAP KEPUTUSAN BERKUNJUNG KE MUSEUM MELALUI BRAND TRUST
In the fast-paced era with the swift flow of information, brands are required to be credible in building public trust. Ullen Sentalu Museum, is one of the old museums in Yogyakarta with valuable collections. The museum utilizes Instagram as a marketing and education platform through various contents. However, the extent to which the effectiveness of Instagram content in influencing consumer visiting decisions through brand trust remains unclear. The formulation of the problem in this study is to assess the extent to which the content of Instagram posts influences the decision to visit the Ullen Sentalu museum through brand trust products. This study adopts the Elaboration Possibility Theory which assumes that individuals' susceptibility to persuasion is influenced by their cognitive processing of a message or information. This research uses a quantitative correlational approach, with path analysis as the analysis method. Data were collected through questionnaires distributed to museum visitors. The results show that Instagram content has a significant influence on brand trust, and also directly affects visiting decisions. In addition, brand trust significantly influences visiting decisions. Further analysis shows that brand trust partially mediates the influence of Instagram content on visiting decisions.
FAKULTAS ILMU SOSIAL DAN HUMANIORA, UIN SUNAN KALIJAGA YOGYAKARTA
NIM.: 21107030010 Reviana Tyas Ayu Diani
PENGARUH KONTEN INSTAGRAM @ULLENSENTALU TERHADAP KEPUTUSAN BERKUNJUNG KE MUSEUM MELALUI BRAND TRUST (Text)
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302.231 Media Komunikasi, Media Massa, Media Sosial