The Strategy of Instagram Use and the Installation of Modern Contemporary towards Millenial Generation’s Visiting Decision (Case Study in Yayoi Kusama Exhibition at Museum macan in Jakarta)

Abstract

An interactive and an instagrammable tourism destination absolutely becomes an opportunity for the management part to invite more millennial visitors. Museum Macan with Contemporary Installation by Yayoi Kusama gets special attention from millennial generation to come and to enjoy the works. The strategy of promotion and publication of Cooper (Attraction, Access, Amenities, and Ancillary) is applied by the management party to use Instagram. However, it still has lack that should be fixed since it becomes the supporting factor of this strategy. The lack that the research found is regarding service quality performed by the assistants/officers of the museum that leads to the negative comments on the Instagram account of Museum Macan. The observation in the museum was done by the researcher in August 2018 and the random survey was done through direct message to the followers’ Instagram accounts that have visited Museum Macan when Yayoi Kusama exhibition was conducted; the results obtained will be analyzed by using SWOT and Grand Matrix qualitative methods to obtain solutions of the problems occurring. The strategy of Cronin and Taylor in form of tangible, emphaty, reliability, responsiveness, dan assurance is implemented by the researcher to solve the service problems occurring at Museum Macan.