PENGARUH MEDIA PROMOSI INSTAGRAM DAN INOVASI PRODUK TERHADAP MINAT BERKUNJUNG WISATAWAN DI MUSEUMKU GERABAH YOGYAKARTA

Amadea, Faradina (2025) PENGARUH MEDIA PROMOSI INSTAGRAM DAN INOVASI PRODUK TERHADAP MINAT BERKUNJUNG WISATAWAN DI MUSEUMKU GERABAH YOGYAKARTA. Bachelor thesis, Sekolah Tinggi Pariwisata Ambarrukmo Yogyakarta.

Text FARADINA AMADEA-2307690_ARTIKEL ILMIAH-COVER-ABSTRACT-BAB I-BAB V-DAFTAR PUSTAKA.pdf Download (4MB)

Abstract

The increasingly tight competition among fellow tourist destinations in Yogyakarta makes MuseumKu Gerabah, Bantul, Yogyakarta need to understand the influence of Instagram promotional media and product innovation on tourist interest in visiting. This study aims to test and analyze the influence of independent variables partially and simultaneously and the most dominant influence on the dependent variable. The research method uses a quantitative approach with observation and questionnaire methods with a sample size of 100 people. The sampling technique uses a purposive sampling technique. Instrument testing uses validity and reliability tests with data analysis techniques using classical assumption tests, namely normality tests, multicollinearity tests, heteroscedasticity tests, and linearity tests. For hypothesis testing using simple linear regression analysis tests, multiple linear regression analysis, T tests, F tests, and coefficient of determination (R²) tests. Testing is carried out using IBM SPSS Statistics 26 software analysis tools. Based on the results of the F test, the independent variables simultaneously have a significant effect on the dependent variable. The coefficient of determination (R²) test obtained a value of 56.7%. Based on the T test, Instagram promotional media (X1) and product innovation (X2) have a significant effect on tourist interest in visiting (Y).

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