PENGARUH MEDIA SOSIAL INSTAGRAM TERHADAP MINAT BERKUNJUNG WISATAWAN DI PANTAI BARU BANTUL YOGYAKARTA

Pauriswadi, Agung (2024) PENGARUH MEDIA SOSIAL INSTAGRAM TERHADAP MINAT BERKUNJUNG WISATAWAN DI PANTAI BARU BANTUL YOGYAKARTA. Bachelor thesis, Sekolah Tinggi Pariwisata Ambarrukmo Yogyakarta.

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Abstract

This research aims to analyze the influence of Instagram social media on tourists' interest in visiting Baru Beach, Bantul, Yogyakarta. Instagram as a social media platform has great potential in disseminating information quickly and widely through various features such as photos, videos, captions and geotags. Using a quantitative descriptive approach and simple linear regression, this research involved 100 respondents who were active Instagram users and had or had the potential to visit Baru beach. The research results show that there is a significant influence between the use of Instagram social media on visiting interest. The coefficient of determination (R²) of 0.805 indicates that 80.5% of tourists' interest in visiting can be explained by the Instagram usage variable. This finding is supported by several previous studies which also concluded that Instagram social media is effective in increasing the attractiveness of tourist destinations. Based on these results, it is recommended that Baru Beach managers be more active and creative in utilizing social media, especially Instagram, as a promotional tool to increase tourist visits.

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