Marketing Communication and Use Intention in Cultural Facilities: Evidence from Jakarta Arts Building

Abstract :

This study examines the effect of marketing communication on use intention in cultural facilities, focusing on the Jakarta Arts Building as a case study. The research is based on the assumption that marketing communication in cultural facilities functions not only to disseminate information but also to build positive perceptions, strengthen institutional appeal, and encourage audience engagement. A quantitative approach with an explanatory survey design was employed. Data were collected through structured questionnaires distributed to 119 respondents who had previously used or rented the Jakarta Arts Building, and were analyzed using simple linear regression. The results show that marketing communication has a positive and significant effect on use intention, with a significance value of 0.000 and a regression coefficient of 0.349. The R Square value of 0.489 indicates that 48.9% of the variation in use intention can be explained by marketing communication, while the remaining 51.1% is influenced by other factors outside the model. These findings confirm that marketing communication is a strategic factor in increasing the intention to use cultural facilities, particularly through clear promotional information, attractive messages, intensive digital communication, social media use, and the development of a positive institutional image.