The Role of Social Media Usefullness and Information Quality with Trust as Mediation in Influencing Tourist Intention
1st Abdul Ghofar1, 2nd Gunawan Nusanto2, 3rd Hery Sutanto3, 4th Muktiarya Yodhatama4, 5th Windy Anindya Pamuji, 6th Trisna Adisti6

(123456) Universitas Pembangunan Nasional Veteran Yogyakarta

Abstract

This study aims to examine the influence of social actions and the usefulness of social media on tourist intention, with trust serving as a mediating variable. In the increasingly digital landscape, social media has become a critical platform for disseminating information and shaping consumer behavior, including in the tourism sector. This research was conducted with a sample of 100 respondents, all of whom are active users of social media and have previously traveled. The data were analyzed using Structural Equation Modeling (SEM) to test the proposed relationships among variables. The results reveal that all hypotheses are supported, indicating that social actions on social media significantly influence both trust and tourist intention

Keywords: Social media- usefulness of social media- rural destination

Topic: Social Science