PENGARUH KREDIBILITAS SUMBER DAN KUALITAS INFORMASI PADA KONTEN INSTAGRAM TERHADAP KEPUTUSAN BERKUNJUNG KE KAMPUNG PELANGI, KOTA BANDUNG

    Ratna Kemala Devi, - and Erry Sukriah, - (2025) PENGARUH KREDIBILITAS SUMBER DAN KUALITAS INFORMASI PADA KONTEN INSTAGRAM TERHADAP KEPUTUSAN BERKUNJUNG KE KAMPUNG PELANGI, KOTA BANDUNG. S1 thesis, Universitas Pendidikan Indonesia.

    Abstract

    Media sosial menjadi salah satu saluran strategis dalam promosi destinasi wisata. Instagram berperan sebagai platform visual yang efektif dalam menyampaikan informasi secara menarik dan interaktif kepada audiens. Penelitian ini bertujuan untuk mengetahui pengaruh kredibilitas sumber dan kualitas informasi terhadap keputusan berkunjung ke Kampung Pelangi Kota Bandung. Penelitian ini menggunakan pendekatan kuantitatif asosiatif dengan metode survei. Sebanyak 100 responden dipilih melalui teknik purposive sampling dari estimasi populasi pengunjung bulanan sebanyak 3.000 orang. Pengumpulan data dilakukan melalui kuesioner skala Likert lima poin dan dianalisis menggunakan regresi linear berganda. Hasil penelitian menunjukkan bahwa kredibilitas sumber berpengaruh signifikan terhadap keputusan berkunjung, sedangkan kualitas informasi tidak memiliki pengaruh yang signifikan secara statistik. Secara simultan, kedua variabel berpengaruh signifikan terhadap keputusan berkunjung. Dimensi kepercayaan menjadi aspek paling dominan dalam kredibilitas sumber, sedangkan relevansi menjadi dimensi tertinggi dalam kualitas informasi. Temuan ini memperkuat pentingnya aspek kredibilitas dalam komunikasi pemasaran digital untuk meningkatkan minat kunjungan wisatawan. Kata kunci: Kualitas Informasi, Kredibilitas Sumber, Instagram, Pemasaran Digital, Keputusan Berkunjung Social media has become a strategic medium in promoting tourism destinations. Instagram serves as an effective platform for delivering visual and interactive information to attract potential visitors. This study aims to examine the influence of source credibility and information quality on visit decisions to Kampung Pelangi, Bandung City. A quantitative associative method was employed using a survey of 100 respondents, selected through purposive sampling from approximately 3,000 monthly visitors. Data were gathered through a five-point Likert scale questionnaire and analyzed using multiple linear regression. The results reveal that source credibility has a statistically significant influence on visit decisions, while information quality does not show a significant effect. Nonetheless, both variables simultaneously influence visit decisions. Trust emerged as the most dominant dimension of source credibility, followed by attractiveness and expertise. In terms of information quality, relevance and accuracy received the highest scores. These findings highlight the importance of credible and targeted digital communication strategies in shaping visitor interest and decision-making. Keywords: Information Quality, Source Credibility, Instagram, Digital Marketing, Visit Decision

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    Official URL: https://repository.upi.edu/
    Item Type: Thesis (S1)
    Additional Information: https://scholar.google.com/citations?user=OLtm8R8AAAAJ&hl=en ID SINTA Dosen Pembimbing : Erry Sukriah : 6721572
    Uncontrolled Keywords: Kualitas Informasi, Kredibilitas Sumber, Instagram, Pemasaran Digital, Keputusan Berkunjung Information Quality, Source Credibility, Instagram, Digital Marketing, Visit Decision
    Subjects: G Geography. Anthropology. Recreation > GV Recreation Leisure
    L Education > L Education (General)
    Divisions: Fakultas Pendidikan Ilmu Pengetahuan Sosial > Manajemen Resort & Leisure
    Depositing User: Ratna Kemala Devi
    Date Deposited: 23 Sep 2025 06:16
    Last Modified: 23 Sep 2025 06:16
    URI: http://repository.upi.edu/id/eprint/139528

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