Abstract :
The purpose of this research is to determine about the digital brand image, tourist
visiting decisions and the influence of digital brand image on tourist visiting
decisions at Museum of Fine Arts and Ceramics Jakarta. Museum of Fine Arts and
Ceramics Jakarta is the one of the museums managed by UP Museum Seni. This
research was conducted on netizens who live in DKI Jakarta who have
seen/searched for information about the Jakarta Fine Arts and Ceramics Museum
through social media (facebook, youtube, twitter, and tiktok) or websites, and have
visited the Jakarta Fine Arts and Ceramics Museum with a total sample of 384
respondents. This study uses a quantitative approach with descriptive verificative
method and processed with SPSS analysis tools version 26. The results of the
descriptive analysis for digital brand image variable show a value of 86,03% which
the value is in the very good category. And for the visiting decision variable, it
shows a value of 82,11% which the value is in good category. The results of this
research indicate that digital brand image have a positive and significant effect on
tourist visiting decision with the result of the determination test shows that digital
brand images contributes 52,9% towards tourist visiting decision at Museum of
Fine Arts and Ceramics Jakarta