THE EFFECT OF SOCIAL MEDIA USAGE ON VISITING INTENTIONS: The Moderating Role of Influencer Following Behavior Among Generation Z in Indonesia

    Ilyasa Irfan M R, - and Ahmad Hudaiby Galih Kusumah, - and Erry Sukriah, - (2025) THE EFFECT OF SOCIAL MEDIA USAGE ON VISITING INTENTIONS: The Moderating Role of Influencer Following Behavior Among Generation Z in Indonesia. S1 thesis, Universitas Pendidikan Indonesia.

    Abstract

    Social media is one of the primary sources for Generation Z in seeking travel information and inspiration. This study aims to understand the relationship between social media usage goals and visit intentions, and to examine the moderating role of following social media influencers. The study used quantitative methods by distributing questionnaires to 212 respondents. Hypothesis testing was conducted using structural equation modeling (SEM) and multiple linear regression. The results showed that influencer source credibility positively influences the attitudes of social media users (Generation Z), increasing their intention to visit recommended tourist destinations. In addition, influencer following behavior strengthens the relationship between social media usage goals and visit intention. The findings provide insights for the tourism industry in crafting more effective digital marketing strategies, utilizing influencers as a more personalized and experiential promotional tool

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    Official URL: https://ojs.unud.ac.id/index.php/eot/article/view/...
    Item Type: Thesis (S1)
    Additional Information: https://scholar.google.com/citations?hl=id&authuser=4&user=byj9kjYAAAAJ ID SINTA Dosen Pembimbing Ahmad Hudaiby Galih Kusumah: 5989818 Erry Sukriah: 6721572
    Uncontrolled Keywords: Social media influencers, social media, influencer marketing, generation z, attitude, visiting intention. Influencer media sosial, media sosial, pemasaran influencer, generasi z, sikap, niat kunjungan.
    Subjects: G Geography. Anthropology. Recreation > GV Recreation Leisure
    H Social Sciences > HN Social history and conditions. Social problems. Social reform
    Divisions: Fakultas Pendidikan Ilmu Pengetahuan Sosial > Manajemen Resort & Leisure
    Depositing User: Ilyasa Irfan M R
    Date Deposited: 16 Sep 2025 02:50
    Last Modified: 16 Sep 2025 02:50
    URI: http://repository.upi.edu/id/eprint/139168

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