The Influence of Social Media Vlogs and Tourist Locations on The Decision to Visit The Siak Sri Indrapura Palace

Abstract

This study aims to examine how social media vlogs and location affect visitors’ decisions to come to Siak Sri Indrapura Palace. The research population includes all visitors to the palace in 2024, totaling 1,004,500 tourists. Using Slovin’s formula, a sample size of 100 respondents was determined. Primary data were collected through questionnaires distributed to these respondents. The analysis was conducted using multiple linear regression with SPSS version 24. The data testing process involved descriptive statistics, data quality checks, assumption testing, multiple regression analysis, and hypothesis testing including t-tests, F-tests, and determination coefficient tests. The findings reveal that social media vlogs significantly and positively impact visit decisions. Likewise, location also has a significant positive effect on those decisions. Together, social media vlogs and location simultaneously show a significant positive influence on visitors’ choices. Combined, these variables explain 63.7% of the variance in visit decisions, while the remaining 36.3% is attributed to other factors beyond the scope of this study.