THE INFLUENCE OF SOCIAL MEDIA ON DESTINATION BRANDING IN SOUTH SULAWESI

Abstract

This study aims to determine the effect of social media on destination branding in South Sulawesi. The samples taken in this study were 60 respondents who were people in various districts in South Sulawesi. This research method uses a quantitative approach, whose data management uses SmartPLS software to test the relationship between research variables or prove the hypothesis of the influence of social media (facebook, instagram, and tiktok) on destination branding in South Sulawesi. The results showed that the results of the reliability test for each variable in this study had a value greater than 0.70, this indicates that the reliability test on all variables is satisfactory. However, the hypothesis test on one of the variables was rejected from the three variables used.