Predicting Johor Bahru’s Destination Image Through Social Media Influence, Influencer Endorsement, and Social Media Usage Among Malaysian Young Adults

Abstract

This study investigates the influence of social media influence, influencer endorsement, and social media usage on Johor Bahru’s destination image among Malaysian young adults. Despite the growing importance of digital tourism communication, limited empirical studies have examined the strongest social media related factors influencing Johor Bahru’s destination image among young adults in Malaysia. Guided by Media System Dependency Theory, this study adopted a quantitative research design using a cross-sectional survey approach. Data were collected from 210 Malaysian young adults aged 18 to 35 years through a structured online questionnaire distributed via Google Forms. The instrument employed a five-point Likert scale and underwent pilot testing and Cronbach’s Alpha reliability assessment to ensure internal consistency. Data were analysed using IBM SPSS Version 29 through descriptive statistics and multiple regression analysis. The findings showed that social media influence had the highest descriptive mean score (M = 3.775, SD = 0.877), indicating strong agreement that social media shapes tourism perceptions. Multiple regression analysis further showed that social media usage was the strongest predictor of Johor Bahru’s destination image (β = .625, p < .001), followed by influencer endorsement (β = .278, p < .001). However, social media influence did not significantly predict destination image (β = .030, p = .655). The regression model explained 78.2% of the variance in destination image perception (R. = .782). The findings highlight the strategic importance of active social media engagement and influencer credibility in strengthening destination branding and digitally driven tourism promotion strategies among young adults in Malaysia.