Analysis of the Use of Social Media Marketing towards Tourist's Trust and Purchase Intention

The commercial influence of the travel and tourism industry is important to travel and tourism business development. The enlargement of social media as a means of delivering information delivers accessibility in various ways with the support of technology. This study focused on the importance of social media marketing that aims to discuss how social media marketing can affect trust and how trust influences purchase intentions. This article illustrates the variable factors that may be related to social media marketing. Based on these factors, this research created a quantitative survey of the 210 respondents who completed the questionnaires which were analysed through SPSS software. The result proves the relationship between social media marketing, trust, and purchase intention. This article also discusses how they are related. Finally, this study puts the research hypotheses to the test to provide a recommendation for being aware of the phenomenon of advertising that has changed from traditional marketing to digital marketing which allows tourist's use interactive communication and is active on social media applications.