Mapping the Influence of Digital Marketing on Student Travel Decisions: A Qualitative Exploration of Student Perceptions in Jayapura

Abstract

This study aims to map the influence of digital marketing through social media on the travel decision-making processes of university students in Jayapura. Using a phenomenological qualitative approach, data were collected through open-ended surveys administered to 23 students from three universities, selected via purposive sampling. Thematic analysis revealed that social media influences travel decisions through three sequential phases: inspiration through aesthetic visual content on Instagram Reels and TikTok, validation via practical information and user reviews, and the final decision shaped by contextual factors such as distance and accessibility. The findings also identified three pillars of persuasive content: authentic visuals, practical information, and personal experience narratives. Furthermore, a hierarchy of source credibility was mapped, indicating that friends and travel bloggers are the most trusted sources, while celebrities and anonymous accounts are viewed with skepticism regarding their objectivity. This study provides theoretical contributions by enriching digital tourism decision-making models with an Eastern Indonesian contextual perspective, alongside practical implications for tourism stakeholders in developing authentic and trust-based content strategies.