PENGARUH INSTAGRAM MARKETING TERHADAP KEPUTUSAN BERKUNJUNG WISATAWAN DI TWA MANGROVE ANGKE

Anisa Yuniarta, - (2024) PENGARUH INSTAGRAM MARKETING TERHADAP KEPUTUSAN BERKUNJUNG WISATAWAN DI TWA MANGROVE ANGKE. S1 thesis, Universitas Pendidikan Indonesia.

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Official URL: https://repository.upi.edu/

Abstract

ABSTRAK PENGARUH INSTAGRAM MARKETING TERHADAP KEPUTUSAN BERKUNJUNG WISATAWAN DI TAMAN WISATA ALAM MANGROVE ANGKE Anisa Yuniarta anisayuniarta@upi.edu Program Studi Industri Pariwisata, Universitas Pendidikan Indonesia Pembimbing I: Gilang Pratama Putra, M.Pd Pembimbing II: Dr. Irena Novarlia, M.Pd Penelitian ini bertujuan untuk menganalisis pengaruh pemasaran melalui platform Instagram terhadap keputusan berkunjung wisatawan ke Taman Wisata Alam Mangrove Angke Kapuk di Jakarta. Latar belakang penelitian ini didasarkan pada penurunan jumlah pengunjung di Taman Wisata Alam Mangrove Angke sejak pandemi COVID-19, meskipun promosi melalui media sosial, khususnya Instagram, telah diintensifkan. Penelitian ini menggunakan metode kuantitatif dengan teknik analisis data deskriptif. Teknik pengumpulan data melalui kuesioner yang disebarkan kepada 100 responden wisatawan yang pernah mengunjungi Taman Wisata Alam Mangrove Angke. Data yang telah dikumpulkan akan dianalisis dengan metode analisis regresi linier sederhana dan menggunakan software IBM SPSS Statistic 27. Hasil penelitian menunjukkan bahwa pemasaran melalui Instagram memiliki pengaruh signifikan terhadap keputusan wisatawan untuk berkunjung. Dari penelitian ini diharapkan dapat meningkatkan efektivitas pengembangan instagram marketing pada akun Taman Wisata Alam Mangrove. Kata Kunci: Instagram, Pemasaran Digital, Keputusan Berkunjung, Taman Wisata Alam Mangrove Angke, Pariwisata. ABSTRACT THE INFLUENCE OF INSTAGRAM MARKETING ON TOURIST VISITING DECISIONS AT THE TAMAN WISATA ALAM MANGROVE ANGKE Anisa Yuniarta anisayuniarta@upi.edu Program Studi Industri Pariwisata, Universitas Pendidikan Indonesia Pembimbing I: Gilang Pratama Putra, M.Pd Pembimbing II: Dr. Irena Novarlia, M.Pd This study aims to analyze the effect of marketing through the Instagram platform on tourists' visiting decisions to Angke Kapuk Mangrove Nature Park in Jakarta. The background of this study is based on the decline in the number of visitors to Angke Mangrove Nature Park since the COVID-19 pandemic, despite intensified promotion through social media, especially Instagram. This research uses quantitative methods with descriptive data analysis techniques. Data collection techniques through questionnaires distributed to 100 tourist respondents who have visited Angke Mangrove Nature Park. The data that has been collected will be analyzed using the simple linear regression analysis method and using IBM SPSS Statistic 27 software. The results showed that marketing through Instagram has a significant influence on tourists' decisions to visit. This research is expected to increase the effectiveness of instagram development marketing on the Taman Wisata Alam Mangrove Angke account. Keywords: Instagram, Digital Marketing, Visiting Decision, Angke Mangrove Nature Park, Tourism.

Item Type: Thesis (S1)
Additional Information: ID SINTA Dosen Pembimbing Gilang Pratama Putra: 678659 Irena Novarlia: 6784293
Uncontrolled Keywords: Kata Kunci: Instagram, Pemasaran Digital, Keputusan Berkunjung, Taman Wisata Alam Mangrove Angke, Pariwisata. Keywords: Instagram, Digital Marketing, Visiting Decision, Angke Mangrove Nature Park, Tourism.
Subjects: L Education > L Education (General)
Divisions: UPI Kampus Sumedang > S1 Industri Pariwisata
Depositing User: Anisa Yuniarta
Date Deposited: 04 Oct 2024 06:42
Last Modified: 04 Oct 2024 06:42
URI: http://repository.upi.edu/id/eprint/125439

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