PENGARUH PROMOSI MEDIA SOSIAL INSTAGRAM TERHADAP TINGKAT KUNJUNGAN WISATAWAN KE WISATA RELIGI MELUKAT GRIYA BEJI WATERFALL KABUPATEN BADUNG BALI

Dewi, Adhela Meiresa (2025) PENGARUH PROMOSI MEDIA SOSIAL INSTAGRAM TERHADAP TINGKAT KUNJUNGAN WISATAWAN KE WISATA RELIGI MELUKAT GRIYA BEJI WATERFALL KABUPATEN BADUNG BALI. Bachelor thesis, Sekolah Tinggi Pariwisata Ambarrukmo Yogyakarta.

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Abstract

Social media particularly Instagram has become a strategic tool for promoting tourism destinations, including religious tourism. This study aims to examine the influence of Instagram-based promotion on the increase in tourist visits to the Melukat ritual at Taman Beji Griya Waterfall. A quantitative research approach was employed, using simple linear regression analysis, t-test for hypothesis testing, coefficient of determination, and descriptive statistical analysis to interpret the data. The findings indicate that promotional activities conducted through Instagram significantly impact the number of tourist visits. This is supported by the coefficient of determination value of 0.647, indicating that 64.7% of the variation in tourist visits can be explained by Instagram promotions, while the remaining 35.3% is influenced by factors beyond this study. Therefore, it can be concluded that Instagram plays a substantial role in increasing tourist interest and participation in the Melukat ritual, which is a form of spiritual tourism at Taman Beji Griya Waterfall. Developing and optimizing social media strategies like this is crucial to supporting the sustainability and cultural relevance of religious tourism.

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