OPTIMASI PEMASARAN MEDIA SOSIAL GUNA MENINGKATKAN MINAT BERKUNJUNG WISATAWAN: Survei Pada Pengikut Akun Instagram Bayt Al-Qur'an & Museum Istiqlal (BQMI) TMII

    Ghefira Assyfa Zahra, - and Maulana, - and Gilang Pratama Putra, - (2025) OPTIMASI PEMASARAN MEDIA SOSIAL GUNA MENINGKATKAN MINAT BERKUNJUNG WISATAWAN: Survei Pada Pengikut Akun Instagram Bayt Al-Qur'an & Museum Istiqlal (BQMI) TMII. S1 thesis, Universitas Pendidikan Indonesia.

    Abstract

    Penelitian ini dilatarbelakangi oleh maraknya penggunaan media sosial sebagai media pemasaran pariwisata, khususnya Instagram, yang dinilai efektif dalam menjangkau masyarakat luas. Bayt Al-Qur’an & Museum Istiqlal (BQMI) TMII mengalami penurunan jumlah kunjungan wisatawan secara signifikan sejak tahun 2018 hingga 2022. Salah satu penyebabnya diduga karena belum optimalnya pemasaran melalui media sosial. Penelitian ini bertujuan untuk mengetahui pengaruh pemasaran media sosial terhadap minat berkunjung wisatawan ke Bayt Al-Qur’an & Museum Istiqlal (BQMI) TMII. Metode yang digunakan adalah kuantitatif dengan pendekatan survei. Survei dilakukan untuk mengumpulkan data primer melalui kuesioner yang disebarkan secara daring kepada 110 pengikut akun Instagram @bqmitmii. Data primer yang diperoleh dianalisis menggunakan SPSS versi 25 dengan analisis statistik deskriptif, uji asumsi klasik, dan uji regresi berbasis peringkat untuk pengujian hipotesis. Hasil penelitian menunjukkan bahwa pemasaran media sosial terbukti memiliki pengaruh yang positif dan signifikan terhadap minat berkunjung wisatawan ke Bayt Al-Qur’an & Museum Istiqlal (BQMI) TMII. Temuan penelitian diharapkan dapat menjadi masukan bagi Bidang BQMI LPMQ Kementerian Agama RI untuk mengoptimalkan pemasaran media sosial guna meningkatkan minat berkunjung wisatawan ke Bayt Al-Qur’an & Museum Istiqlal (BQMI) TMII. This study is motivated by the widespread use of social media as a medium for tourism marketing, particularly Instagram, which is considered an effective means of reaching a broad audience. The Bayt Al-Qur’an & Museum Istiqlal (BQMI) TMII has experienced a significant decline in tourist visits from 2018 to 2022. One suspected cause is the suboptimal use of social media marketing. This study aims to determine the effect of social media marketing on tourist interest in visiting the Bayt Al-Qur’an & Museum Istiqlal (BQMI) TMII. A quantitative method with a survey approach was used. The survey collected primary data through an online questionnaire distributed to 110 followers of the @bqmitmii Instagram account. The data were analyzed using SPSS version 25 through descriptive statistical analysis, classical assumption testing, and rank-based regression analysis for hypothesis testing. These results show that social media marketing has a positive and significant effect on tourist interest in visiting the Bayt Al-Qur’an & Museum Istiqlal (BQMI) TMII. These findings are expected to serve as input for the BQMI Division of LPMQ Ministry of Religious Affairs of the Republic of Indonesia in optimizing social media marketing to increase tourist interest in visiting the Bayt Al-Qur’an & Museum Istiqlal (BQMI) TMII.

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    Official URL: https://repository.upi.edu
    Item Type: Thesis (S1)
    Additional Information: https://scholar.google.com/citations?hl=en&user=CmXeIBYAAAAJ ID SINTA Dosen Pembimbing: Maulana: 5993446 Gilang Pratama Putra: 6786959
    Uncontrolled Keywords: Pemasaran media sosial, Instagram, Minat berkunjung wisatawan, Pariwisata, Bayt Al-Qur’an & Museum Istiqlal (BQMI). Social media marketing, Instagram, Tourist visit interest, Tourism, Bayt Al-Qur’an & Museum Istiqlal (BQMI) TMII.
    Subjects: L Education > L Education (General)
    Divisions: UPI Kampus Sumedang > S1 Industri Pariwisata
    Depositing User: Ghefira Assyfa Zahra
    Date Deposited: 29 Aug 2025 08:07
    Last Modified: 29 Aug 2025 08:07
    URI: http://repository.upi.edu/id/eprint/136916

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