PENGARUH MEDIA SOSIAL TERHADAP MINAT WISATA INBOUND KE JAWA BARAT: Studi Kasus Pada Instagram @jaswitatourism

    Airin Rahmanu Ibrahim, - and Oman Sukirman, - and Rifqi Asy'ari, - (2025) PENGARUH MEDIA SOSIAL TERHADAP MINAT WISATA INBOUND KE JAWA BARAT: Studi Kasus Pada Instagram @jaswitatourism. S1 thesis, Universitas Pendidikan Indonesia.

    Abstract

    Akun @jaswitatourism merupakan media promosi digital yang dikelola oleh PT Jaswita Jabar (Perseroda) sebagai BUMD yang bergerak di sektor jasa dan kepariwisataan. Media sosial dinilai mampu membentuk persepsi, citra destinasi, dan minat wisatawan secara efektif. Penelitian ini menggunakan pendekatan kuantitatif dengan metode deskriptif dan korelasional. Data diperoleh melalui kuesioner yang disebarkan kepada 97 responden. Karena data tidak berdistribusi normal, digunakan uji Spearman Rank dan Rank-Based Regression untuk menguji hipotesis. Hasil penelitian menunjukkan bahwa media sosial memiliki pengaruh signifikan terhadap minat wisata inbound, dengan nilai determinasi sebesar 65,3%. Artinya, media sosial menjelaskan lebih dari separuh variasi minat wisata responden. Hasil deskriptif juga menunjukkan bahwa sebagian besar indikator memperoleh skor tinggi, khususnya pada aspek content creation dan citra destinasi, meskipun masih terdapat kelemahan pada aspek berbagi ulang konten. The @jaswitatourism account is a digital promotional platform managed by PT Jaswita Jabar (Perseroda), a state-owned enterprise (BUMD) operating in the services and tourism sector. Social media is considered effective in shaping perceptions, destination imagery, and tourist interest. This study employs a quantitative approach using descriptive and correlational methods. Data was collected through a questionnaire distributed to 97 respondents. Since the data was not normally distributed, the Spearman Rank test and Rank-Based Regression were used to test the hypotheses. The results indicate that social media has a significant influence on inbound tourism interest, with a determination coefficient of 65.3%. This means that social media explains more than half of the variation in respondents' tourism interest. Descriptive results also show that most indicators scored high, particularly in content creation and destination image, although there are still weaknesses in content sharing.

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    Official URL: https://repository.upi.edu/
    Item Type: Thesis (S1)
    Additional Information: ID SINTA Dosen Pembimbing: Oman Sukirman: 5992874 Rifqi Asy'ari: 6781422
    Uncontrolled Keywords: Media Sosial, Instagram, Minat Wisata, Promosi Digital, @jaswitatourism. Social Media, Instagram, Tourism Interest, Digital Promotion, @jaswitatourism.
    Subjects: L Education > L Education (General)
    Divisions: UPI Kampus Sumedang > S1 Industri Pariwisata
    Depositing User: Airin Rahmanu Ibrahim
    Date Deposited: 17 Sep 2025 07:44
    Last Modified: 17 Sep 2025 07:44
    URI: http://repository.upi.edu/id/eprint/139630

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