Title: THE ROLE OF INSTAGRAM MARKETING IN SHAPING VISIT INTENTIONS TO THE JAKARTA MUSEUM OF FINE ARTS AND CERAMICS: THE MEDIATING EFFECT OF PERCEIVED VALUE
Authors:
Ichwan masnadi, Rahmat Ingkadijaya, Willy Arafah and Hera oktadiana
Abstract:
This study investigates the role of Social Media Marketing (SMM) on Instagram users’ intentions to visit the Jakarta Museum of Fine Arts and Ceramics, using Perceived Value as a mediating factor. The study used quantitative methodology, collecting data via a questionnaire survey distributed to 236 Instagram users in Jakarta. The findings show that SMM considerably impacts both perceived value and propensity to visit the museum. Specifically, the data show that Perceived Value mediates the association between SMM and the desire to visit, demonstrating that good social media marketing techniques can improve customers’ perceived value, increasing their interest in visiting the museum. These findings highlight the need to create robust digital marketing strategies that attract the audience’s attention and increase their view of the value provided by cultural heritage institutions. By doing so, museums and other comparable organizations may significantly increase visitor engagement and promote a more vital respect for cultural heritage. This study sheds light on the function of SMM in promoting cultural heritage sites. It has practical implications for marketers looking to employ social media tools to entice and sustain visitor engagement.
Keywords: Social Media Marketing, Perceived Value, Visiting Intention, Cultural Heritage Museums, Instagram Marketing.
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