PENGARUH POSTINGAN INSTAGRAM TERHADAP MINAT BERKUNJUNG WISATAWAN KE DESTINASI WISATA DI KEBUMEN (survei pada followers akun @kebumenkeren)

Farika Dewi, NIM. 21107030069 (2025) PENGARUH POSTINGAN INSTAGRAM TERHADAP MINAT BERKUNJUNG WISATAWAN KE DESTINASI WISATA DI KEBUMEN (survei pada followers akun @kebumenkeren). Skripsi thesis, UIN SUNAN KALIJAGA YOGYAKARTA.

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Abstract

Instagram plays an important role and has a significant impact in the tourism industry. The app serves as a platform to share information and promote tourist destinations. Kebumen, as one of the regencies in Indonesia, offers various types of tourism, including nature tourism that is attractive to tourists. However, between 2021 and 2023, there was a significant decline in the number of tourist visits to natural attractions in Kebumen. The @kebumenkeren account comes as an effort to promote the potential of natural tourism in Kebumen by presenting interesting and informative visual content. It also aims to attract the attention of tourists and increase their interest in visiting. This research uses the Stimulus-Response Theory, which explains how stimuli from the content presented can influence audience response and interest. This study aims to determine how much influence Instagram posts have on tourists' interest in visiting tourist destinations in Kebumen. This research uses a quantitative approach with a survey method. Data collection was carried out through a questionnaire distributed using google form with a Likert scale. The object of this research is the followers of the @kebumenkeren account, with a sample taken using probability sampling technique of 100 respondents. The analysis technique used is simple linear regression analysis. After the data is collected, the hypothesis is tested using the T test (partial) with the help of IBM SPSS 30.0 for Windows. The results showed that there was a positive and significant influence of 78.4% between Instagram posts and visiting interest.

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