Track: Operations Research

Abstract

The purpose of this study was to understand by using Museum Ambassadors which is credibility, attractive and match-up with the museum profile can affect consumer’s visit intention. The data was collected from a sample of 100 respondents using a questionnaire and analyzed using quantitative analysis. The results were that Museum Ambassador/ Social Media Influencer who is credible has no direct influence on visit intention, but SMI Attractiveness, Product Match Up, and Museum Experience all directly influence Visit Intention. However, in general, the museum’s main problem is not the promotion. The experience of visiting the museum has not reflected the visitor-oriented Museum. Therefore, the focus of this article is to determine the effectiveness of the use of Duta Museum (Museum Ambassadors) in influencing young adults' interest in visiting the museum by measuring the credibility, attractiveness, and suitability of the ambassadors' image of the museum. Then it compares the influence of the Museum Ambassadors with the overall experience given by each museum on people's attitudes and intention to visit the museum.