The Role of Social Media Review Intensity in Mediating the Influence of Perceived Usefulness and Trust on Tourists' Intention to Visit Beaches in Yogyakarta

Abstract

This research explores the influence of social media reviews as mediators of perceived usefulness and trust on the intention to visit Yogyakarta's beaches. With the rapid growth of social media usage, particularly in travel decision-making, understanding how social media reviews affect tourists' intentions is crucial. Using a quantitative approach, data was collected through an online survey distributed via Google Forms. The study's participants included 168 respondents, primarily from Indonesia, encompassing various demographics such as gender, age, education, occupation, and income. Structural equation modeling (SEM) was employed to analyze the data, revealing significant relationships between perceived usefulness, trust, social media review intensity, and intention to visit. The findings underscore the pivotal role of social media in shaping travel intentions by enhancing perceived usefulness and fostering trust through intensive and credible reviews. This study contributes to tourism literature by offering insights into the mechanisms through which social media influences travel decision-making, particularly in culturally rich destinations like Yogyakarta.