Pengaruh Promosi Digital Instagram @Biancakartika terhadap Minat Berkunjung ke Korea Selatan
DOI:
https://doi.org/10.29313/bcscm.v6i2.24787Keywords:
Promo Digital, Instagram, InfluencerAbstract
Abstract. The development of digital communication technology has revolutionized tourism promotion strategies. Social media, particularly Instagram, has become a key channel for disseminating interactive and visual tourism information. This study examines the influence of digital promotion through the Instagram account @biancakartika on followers' interest in visiting South Korea. A quantitative explanatory approach was used with a survey method. The sample consisted of 100 respondents selected purposively from followers who had viewed South Korea tourism content during 2023–2025. Data analysis included descriptive statistics, classical assumption tests, simple linear regression, t-tests, and coefficient of determination. The results show that digital promotion has a positive and significant effect on visit interest (sig. 0.000, R² = 60.7%). The attractiveness dimension contributed the largest effective contribution (20.77%), followed by responsiveness (15.26%), reliability (12.41%), and authenticity (12.26%). These findings confirm that visual appeal, interactive communication, information reliability, and content authenticity jointly shape followers' interest in visiting South Korea. Keywords: Digital Promotion, Instagram, Influencer, Uses and Gratification Theory, South Korea.
Abstrak. Perkembangan teknologi komunikasi digital telah merevolusi strategi promosi pariwisata. Media sosial, khususnya Instagram, menjadi kanal utama penyebaran informasi wisata yang interaktif dan visual. Penelitian ini mengkaji pengaruh promosi digital melalui akun Instagram @biancakartika terhadap minat berkunjung followers ke Korea Selatan. Penelitian menggunakan pendekatan kuantitatif eksplanatori dengan metode survei. Sampel berjumlah 100 responden yang dipilih secara purposive dari followers yang pernah melihat konten wisata Korea Selatan periode 2023–2025. Analisis data meliputi statistik deskriptif, uji asumsi klasik, regresi linear sederhana, uji t, dan koefisien determinasi. Hasil penelitian menunjukkan promosi digital berpengaruh positif dan signifikan terhadap minat berkunjung (sig. 0,000; R² = 60,7%). Dimensi attractiveness memberikan sumbangan efektif terbesar (20,77%), diikuti responsiveness (15,26%), reliability (12,41%), dan authenticity (12,26%). Temuan ini mengkonfirmasi bahwa daya tarik visual, komunikasi interaktif, keandalan informasi, dan keaslian konten secara bersama-sama membentuk minat followers untuk berkunjung ke Korea Selatan.
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