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Abstract

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Kemajuan teknologi, informasi, dan komunikasi telah mengubah pola interaksi masyarakat serta cara mereka mengakses informasi, termasuk dalam hal promosi produk dan penerimaan informasi oleh konsumen. Penelitian ini bertujuan untuk mengevaluasi pengaruh pemasaran melalui media sosial Instagram dan daya tarik wisata terhadap minat berkunjung ke Wonderland Adventure Waterpark. Pendekatan kuantitatif digunakan dalam studi ini dengan menyebarkan kuesioner kepada 117 responden yang pernah melihat promosi tempat wisata tersebut di Instagram. Data dianalisis menggunakan uji validitas, reliabilitas, serta regresi linier berganda melalui SPSS versi 26. Hasil analisis menunjukkan bahwa baik pemasaran Instagram maupun daya tarik wisata berpengaruh signifikan terhadap minat kunjungan, baik secara bersama-sama maupun terpisah. Daya tarik wisata terbukti memiliki pengaruh yang lebih besar dibandingkan pemasaran di media sosial. Faktor aksesibilitas dan tampilan visual konten menjadi aspek paling menentukan dalam keputusan berkunjung. Temuan ini memberikan masukan bagi pengelola destinasi untuk memaksimalkan strategi promosi digital serta meningkatkan kualitas atraksi wisata guna menarik lebih banyak pengunjung.


Kata Kunci: Pemasaran Media Sosial, Instagram, Daya Tarik Wisata, Minat Berkunjung


 


Abstract


Advancements in technology, information, and communication have transformed how people interact and access information, including the way businesses promote products and how consumers respond to promotional messages. This study aims to assess the impact of Instagram-based social media marketing and the appeal of tourist attractions on visit intention to Wonderland Adventure Waterpark. A quantitative method was applied by distributing questionnaires to 117 respondents who had encountered promotional content for the destination on Instagram. Data were analyzed using validity and reliability tests, along with multiple linear regression via SPSS version 26. The findings indicate that both Instagram marketing and tourist attraction significantly influence visit intention, both individually and collectively. Tourist attraction emerged as the more influential factor compared to social media marketing. Accessibility and the visual appeal of content are identified as key elements affecting visitors' decisions. These results suggest that destination managers should enhance digital promotion efforts and improve the quality of tourist attractions to boost visitor interest.


Keywords: Social Media Marketing, Instagram, Tourist Attraction, Visit Intention

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Nisyyah Nur Rafifah, N. (2025). Pengaruh Pemasaran Media Sosial Instagram dan Daya Tarik Wisata terhadap Minat Berkunjung ke Wonderland Adventure Waterpark. Economics and Digital Business Review, 7(1), 347–356. https://doi.org/10.37531/ecotal.v6i2.2671
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