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This study aims to examine the effect of brand storytelling on value perceptions and its impact on Visit Intention on tourism destinations in Jakarta (Survey on YouTube Channel of Taman Mini Indonesia Indah). The survey was conducted on 100 subscribers of the YouTube Channel of TMII Official. With purposive sampling technique and Path analysis technique to analyze this study, the results show that 1) Brand storytelling has a significant effect of 0.680 or 68,0% on value perceptions; 2) Value perceptions significantly influence 0,477 or 47,7% to visit intention; 3) Brand storytelling directly affects significantly 0,438 or 43,8%, to Visit intention, while its influence indirectly equal to 0,324 or 32,4% through value perceptions, with total influence 0,762 or 76,2%. The findings in this study indicate that Brand storytelling is one of the effective strategies in forming value perceptions so that it can influence visit intention. Abstrak: Penelitian ini bertujuan untuk menguji pengaruh brand storytelling terhadap value perceptions dan dampaknya terhadap visit intention di salah satu kawasan destinasi pariwisata di Jakarta (Survei pada channel YouTube Taman Mini Indonesia Indah). Survei ini dilakukan pada 100 subscriber channel YouTube resmi Taman Mini Indonesia Indah (TMII) yaitu TMII Official. Dengan teknik purposive sampling dalam pengambilan sampel, serta teknik path analysis untuk menganalisis penelitian ini diperoleh hasil bahwa 1) Brand Storytelling berpengaruh signifikan sebesar 0,680 atau 68,0% terhadap value perceptions; 2) Value Perceptions berpengaruh signifikan terhadap 0,477 atau 47,7% terhadap Visit Intention; 3) Brand Storytelling secara langsung berpengaruh signifikan sebesar 0,438 atau 43,8% terhadap Visit Intention, sedangkan pengaruhnya secara tidak langsung sebesar 0,324 atau 32,4% melalui value perceptions, dengan total pengaruh 0,762 atau 76,2%. Temuan dalam penelitian ini menunjukkan bahwa brand storytelling adalah salah satu strategi yang efektif dalam membentuk value perceptions sehingga dapat mempengaruhi visit intention.

KONSEP BRAND STORYTELLING, VALUE PERCEPTIONS DAN VISIT INTENTION PADA KAWASAN TUJUAN WISATA DI JAKARTA