STUDI DAMPAK MEDIA SOSIAL DALAM MENINGKATKAN MINAT BERKUNJUNG WISATAWAN DI PESONA WANAJAYA CIBITUNG

    Dea Dwi Agustin, - and Irena Novarlia, - and Rifqi Asy'ari, - (2025) STUDI DAMPAK MEDIA SOSIAL DALAM MENINGKATKAN MINAT BERKUNJUNG WISATAWAN DI PESONA WANAJAYA CIBITUNG. S1 thesis, Universitas Pendidikan Indonesia.

    Abstract

    Penelitian ini berjudul “Studi Dampak Media Sosial terhadap Minat Berkunjung Wisatawan di Pesona Wanajaya Cibitung” yang bertujuan untuk mengetahui pengaruh media sosial dalam meningkatkan minat berkunjung wisatawan ke destinasi wisata lokal. Permasalahan yang diangkat dalam penelitian ini adalah bagaimana peran media sosial, khususnya melalui platform digital seperti Instagram dan TikTok, dalam memengaruhi keputusan kunjungan wisatawan ke Pesona Wanajaya. Metode yang digunakan adalah pendekatan kuantitatif deskriptif, dengan instrumen kuesioner yang disebarkan kepada 67 responden yang merupakan wisatawan Pesona Wanajaya. Variabel media sosial diukur melalui empat indikator 4C (Context, Communication, Collaboration, dan Connection), sementara minat berkunjung diukur melalui indikator daya tarik, kualitas pelayanan, fasilitas penunjang, dan promosi. Hasil penelitian menunjukkan bahwa media sosial berpengaruh signifikan terhadap minat berkunjung wisatawan, dengan nilai koefisien regresi sebesar 0,778 dan koefisien determinasi (R²) sebesar 0,723. Artinya, 72,3% minat berkunjung dipengaruhi oleh media sosial, sisanya oleh faktor lain. Uji t juga menunjukkan bahwa nilai thitung (13,030) > tabel (1,996), dengan signifikansi 0,000 < 0,05.Simpulan dari penelitian ini adalah media sosial berperan penting dalam membentuk persepsi positif dan meningktkan minat kunjungan wisatawan ke destinasi lokal, khususnya Pesona Wanajaya Cibitung. This study, entitled "A Study of the Impact of Social Media on Tourist Visiting Interests at Pesona Wana Jaya Cibitung," aims to determine the influence of social media in increasing tourist visiting interest to local tourist destinations. The problem raised in this study is how the role of social media, especially through digital platforms such as Instagram and TikTok, in influencing tourist visiting decisions to Pesona Wana Jaya. The method used is a descriptive quantitative approach, with a questionnaire instrument distributed to 67 respondents who are tourists to Pesona Wana Jaya. Social media variables are measured through four 4C indicators (Context, Communication, Collaboration, and Connection), while visiting interest is measured through indicators of attractiveness, service quality, supporting facilities, and promotion. The results show that social media has a significant effect on tourist visiting interest, with a regression coefficient value of 0.778 and a coefficient of determination (R²) of 0.723. This means that 72.3% of visiting interest is influenced by social media, the rest by other factors. The t-test also showed that the calculated t-value (13.030) was greater than the table value (1.996), with a significance level of 0.000 < 0.05. The conclusion of this study is that social media plays a significant role in shaping positive perceptions and increasing tourist interest in visiting local destinations, particularly Pesona Wana Jaya Cibitung.

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    Official URL: https://repository.upi.edu/
    Item Type: Thesis (S1)
    Additional Information: ID Sinta Dosen Pembimbing Irena Novarlia : 6784293 Rifqi Asy'ari: 6781422
    Uncontrolled Keywords: Media Sosial, Minat Berkunjung, Promosi Wisata, Pesona Wanajaya, 4C. Keywords: Social Media, Interest in Visiting, Tourism Promotion, Pesona Wanajaya, 4Cs.
    Subjects: L Education > L Education (General)
    Divisions: UPI Kampus Sumedang > S1 Industri Pariwisata
    Depositing User: Dea Dwi Agustin
    Date Deposited: 28 Aug 2025 08:58
    Last Modified: 28 Aug 2025 08:58
    URI: http://repository.upi.edu/id/eprint/136814

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