The Influence of Event Marketing and Social Media Marketing on the Decisions to Visit at Museum Sandi Yogyakarta

This study was motivated by the importance of effective marketing strategies in increasing interest in visiting educational destinations, particularly museums. Museum Sandi in Yogyakarta, as the only cryptography museum in Indonesia, utilized event marketing and social media especially TikTok as promotional tools targeted at the younger generation. This study aimed to determine the extent of the influence of event marketing and social media marketing on the decision to visit Museum Sandi. This research applied a quantitative approach using survey methods through a closed-ended questionnaire. The sample consisted of 90 respondents who were visitors or potential visitors to Museum Sandi. The analysis revealed that both event marketing and social media marketing individually had a significant positive impact on the decision to visit. When tested together, these two variables also demonstrated a strong influence in encouraging visit decisions. Thus, it could be concluded that this research result, on well designed event marketing and social media marketing strategies enhanced the effectiveness of Museum Sandi’s marketing communication.