چکیده:
Social media, such as Instagram, is the most widely utilized kind of media since it can reach a large number of people. Currently, the Indonesian tourism sector promotes Indonesian tourism to travelers, particularly millennial tourists, using digital channels, one of which is social media. As a result, the author is eager to raise awareness of the phenomena of social-media-marketing in the tourist business. The goal of this research is to see how much influence of social-media-marketing efforts have on the visit interest of Indonesian tourist sites via intervening brand equity factors among travelers who follow the IG account @Pesonaid_travel. The quantitative research approach was applied with a measuring scale called as Likert scale. With a sample of 400 responders, the population in this study was followers of the Instagram account @Pesonaid_travel. The sampling strategy is non-probability sampling, and the SEM (structured-equation-model) is a method of data analysis with the SmartPLS program. The findings of this study include respondents' answers to varied social-media-marketing activity and interest in visiting the good category, as well as respondents' responses to varying brand equity. Hypothesis testing reveals that, in addition to the effects of social-media-marketing activity on visit interest via intervening brand equity factors, which has a positive but non-significant effect, the other hypotheses have a positive and significant effect.