KORELASI ANTARA BRAND IMAGE DAN KONTEN MEDIA SOSIAL INSTAGRAM SMILING WEST JAVA DENGAN MINAT BERKUNJUNG WISATAWAN

Ilham Bagus Mardiansyah, - and Yudha Munajat Saputra, - and Oman Sukirman, - (2025) KORELASI ANTARA BRAND IMAGE DAN KONTEN MEDIA SOSIAL INSTAGRAM SMILING WEST JAVA DENGAN MINAT BERKUNJUNG WISATAWAN. S1 thesis, Universitas Pendidikan Indonesia.

Abstract

Citra merek memiliki peran penting dalam membentuk persepsi wisatawan terhadap suatu merek, sementara konten media sosial berperan sebagai sarana dalam penyebaran informasi serta menarik perhatian calon wisatawan. Penelitian ini mengukur seberapa besar korelasi antara brand image dan konten media sosial Instagram Smiling West Java dengan minat wisatawan berkunjung ke Jawa Barat. Pendekatan kuantitatif digunakan dengan metode analisis korelasional, melibatkan 100 responden yang dipilih melalui teknik accidental sampling. Hasil uji korelasi Pearson menunjukkan bahwa brand image memiliki hubungan yang kuat dengan minat berkunjung (r = 0,797), demikian juga konten media sosial (r = 0,763). Uji korelasi berganda mengonfirmasi adanya hubungan yang sangat kuat antara kedua variabel terhadap minat berkunjung (r = 0,836). Hasil penelitian ini menegaskan bahwa strategi pemasaran digital melalui optimalisasi brand image dan konten media sosial melalui Instagram Smiling West Java efektif dalam meningkatkan minat berkunjung wisatawan ke Jawa Barat. Studi ini diharapkan menjadi referensi bagi pemangku kepentingan dalam merancang strategi pemasaran berbasis data guna memperkuat daya saing destinasi wisata. Brand image plays a crucial role in shaping tourists’ perceptions of a destination, while social media content serves as a medium for disseminating information and attracting potential visitors. This study examines the degree of correlation between brand image and Instagram social media content of "Smiling West Java" with tourists’ intention to visit West Java. A quantitative approach was employed using a correlational analysis method, involving 100 respondents selected through accidental sampling. The Pearson correlation test results show that brand image has a strong correlation with the intention to visit (r = 0.797), as does social media content (r = 0.763). A multiple correlation test confirmed a very strong correlation between both variables and the intention to visit (r = 0.836). These findings affirm that digital marketing strategies, through the optimization of brand image and Instagram content of Smiling West Java, are effective in increasing tourists’ intention to visit West Java. This study is expected to serve as a reference for stakeholders in designing data-driven marketing strategies to enhance the competitiveness of tourism destinations.

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Item Type:	Thesis (S1)
Additional Information:	https://scholar.google.com/citations?hl=en&view_op=list_works&gmla=AH8HC4xsJGHzLrEtKD7sKUHaF8bMs8pPwPUL4KQkGFGXHEMT8kPW3EhwF5GmtH8Ujeu4xBNkkpUx5haICJpY0A&user=uc5wa4YAAAAJ SINTA ID Dosen Pembimbing Yudha Munajat Saputra: 6146885 Oman Sukirman: 5992874
Uncontrolled Keywords:	Citra Merek, Konten Media Sosial, Instagram, Minat Berkunjung Brand Image, Social Media Content, Instagram, Visit Intention
Subjects:	L Education > L Education (General)
Divisions:	UPI Kampus Sumedang > S1 Industri Pariwisata
Depositing User:	Ilham Bagus Mardiansyah
Date Deposited:	29 Jul 2025 07:06
Last Modified:	29 Jul 2025 07:06
URI:	http://repository.upi.edu/id/eprint/134434

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