Pengaruh Pesan Persuasif di Media Sosial Instagram terhadap Minat Berkunjung di Santerra de Laponte Malang

Abstract

Technological advances have influenced people's interest in visiting tourist attractions, including Florawisata Santerra de Laponte and the tourism sector is facing increasingly tough competition due to the phenomenon where people are increasingly smart and have an interest in choosing tourist attractions. This study aims to identify how persuasive content on Instagram can influence someone's interest in visiting. This study uses a quantitative approach with a survey method. The study population is active Instagram users who have liked, commented on, or saved posts from the Santerra de Laponte Instagram account. Sampling was carried out using a Non-Probability Sampling technique with a purposive sampling method, resulting in 70 respondents. The results of a simple linear regression show that persuasive messages (X) have a positive and significant influence on visiting interest (Y) with a regression coefficient of 0.779. The persuasive message variable contributes 61.2% to visiting interest, included in the moderate category. For further research, it is recommended to add independent variables to expand the research, such as destination image, tourist satisfaction, etc. In addition, a comparison can be made between social media used by Santerra de Laponte other than Instagram (for example, TikTok or Facebook).