| Museum MACAN appears to be one of the business organizations using Instagram to promote their business. Museum MACAN’s Instagram feed includes exhibition notice of specified artists. One popular art that had caught attention is the installation work by Yayoi Kusama. Kusama’s fans, who visited her installation at Museum MACAN, has succeeded in familiarizing Kusama’s name by uploading photos of “Life is the Heart of a Rainbow” to their personal Instagram account. The purpose of this research is to identify the influence of user-generated content of Yayoi Kusama’s art at Museum MACAN on Museum MACAN’s image and identity, using the theory of user-engagement, role of visual identity, and museum image formation. The methodology chosen for this research is quantitative method with convenience sampling as sampling technique. The data collected was obtained through a dissemination of questionnaire to 100 followers of Museum MACAN’s official Instagram. Based on the result analysed, that the user-generated contents in Instagram strongly influenced the formation of Museum image, and that the museum’s identity does not necessarily control the correlation between user-generated contents and Museum MACAN’s image. The result of regression test showed that user-generated contents of Yayoi Kusama’s art at Museum MACAN gives a positive influence towards Museum MACAN’s image. |