The influence of Social Media Marketing Toward Tourist Visiting Intention in Senggigi Beach, West Lombok
Keywords:
Social Media, Visisting Intention, Marketing, Senggigi BeachAbstract
This study investigates the influence of social media marketing on tourists’ visiting intention to Senggigi Beach, West Lombok, one of the leading coastal tourism destinations in Indonesia. Despite its natural beauty and tourism potential, Senggigi Beach faces increasing competition from emerging destinations and challenges related to environmental issues that may affect visitors’ perceptions. In this context, social media marketing has become an important tool for enhancing destination visibility and attracting potential tourists. This research employs a quantitative approach involving 100 respondents selected through purposive sampling. Data were collected through a structured questionnaire and analyzed using simple linear regression to determine the relationship between social media marketing and visiting intention. The findings reveal that social media marketing has a positive and statistically significant effect on tourists’ visiting intention, as indicated by a t-value of 9.676 (p < 0.05). The coefficient of determination (R²) value of 0.488 suggests that social media marketing accounts for 48.8% of the variation in visiting intention, while the remaining variance is explained by other factors not examined in this study. Furthermore, key dimensions of social media marketing, including content creation, content sharing, connecting, and community building, were found to positively influence tourists’ interest in visiting the destination. These results support the applicability of the Theory of Planned Behavior in explaining tourist behavior within a digital tourism environment. The study highlights the strategic role of social media as an effective promotional platform for destination marketing. Therefore, destination managers and tourism stakeholders should optimize social media campaigns by producing engaging content, encouraging online interaction, and strengthening digital communities, while simultaneously improving destination quality and environmental management to maintain positive tourist perceptions and enhance long-term visitation intentions
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