The Influence Of Social Media Instagram @wargablokm On Customer Engagement, Content Sharing and Electronic Word Of Mouth Toward Visiting Decision To Blok M

Abstract

This study investigates the influence of the Instagram account @wargablokm on customer engagement, content sharing, and electronic word of mouth (eWOM) toward visiting decisions to Blok M, South Jakarta. In the context of digital tourism marketing, social media platforms have become essential tools for disseminating information and shaping destination perceptions. Instagram, as a visually oriented platform, enables destinations to communicate experiences, promote attractions, and encourage interactive communication between account managers and audiences. The @wargablokm account serves as a promotional channel highlighting culinary spots, lifestyle venues, and cultural events in Blok M while fostering online interaction among followers. This research applies a quantitative approach using primary data collected through structured questionnaires distributed to respondents who have visited Blok M and interacted with related Instagram content. The data were analyzed using Partial Least Squares–Structural Equation Modeling (PLS-SEM) with SmartPLS software to assess the measurement and structural models. The findings demonstrate that customer engagement, content sharing, and eWOM significantly influence visiting decisions, both individually and simultaneously. Higher engagement levels, frequent content dissemination, and positive online reviews contribute to strengthening destination image and increasing visitors’ intention to visit. The results emphasize the strategic importance of managing social media platforms effectively in urban tourism promotion. By optimizing interactive content and encouraging user participation, destination managers can enhance digital visibility, credibility, and actual visitation outcomes in competitive metropolitan tourism environments.