Damayanti, Retno Dwi (2019) Pengaruh Media Sosial Instagram Pada Akun @greenforestbandung Terhadap Minat Berkunjung Followers Ke The Green Forest Resort & Wedding. Sarjana thesis, Universitas Brawijaya.
Abstract
Seiring berjalannya waktu media sosial Instagram sudah mulai digunakan oleh perhotelan dan dinilai efektif untuk memasarkan produk dan jasa mereka kepada calon tamu. The Green Forest Resort & Wedding (GF) merupakan salah satu resort yang bergerak pada industri wedding yang sedang berkembang di Kota Bandung. Penelitian ini bertujuan untuk melihat bagaimana pengaruh media sosial Instagram pada akun @greenforestbandung terhadap minat berkunjung followers ke The Green Forest Resort & Wedding. Penelitian ini menggunakan metode kuantitatif ekspalanitif (analisis regresi linear sederhana). Penelitian ini dilakukan dengan cara mengirimkan kuesioner melalui direct message Instagram kepada 100 followers yang mengikuti akun @greenforestbandung dan teknik pengambilan sampel penelitian dengan menggunakan simple random sampling. Data dikumpulkan menggunakan kuesioner secara online (google form). Hasil penelitian ini menunjukkan bahwa media sosial Instagram pada akun @greenforestbandung berpengaruh positif terhadap minat berkunjung followers ke The Green Forest Resort & Wedding sebesar 57,7%. Berdasarkan analisis data pada penelitian ini bahwa Love merupakan indikator media sosial Instagram yang paling dominan dan berpengaruh terhadap minat berkunjung followers ke The Green Forest Resort & Wedding. Besarnya pengaruh media sosial Instagram terhadap minat berkunjung followers ke The Green Forest Resort & Wedding berada dalam kategori kuat.
English Abstract
Nowadays, hospitality industry starts to use social media Instagram and it is considered effective for them to promote their product and service toward their prospective guest. The Green Forest Resort & Wedding (GF) is one of the resorts focusing on wedding industry that is currently flourishing in Bandung. The purpose of this research is to see how Instagram influences the @greenforestbandung account toward the followers’ interest to visit The Green Forest Resort & Wedding. This research uses quantitative explanatory method (a simple linear regression analysis). This research was done by sending questionnaire through Instagram direct message to 100 followers who follow the @greenforestbandung account. The research sample was taken by using simple random sampling. The data was collected by using an online questionnaire (google form). The result of this research indicates that the Instagram account of @greenforestbandung has a positive influence toward the followers’ interest to visit The Green Forest Resort & Wedding by 57,7 %. Based on the data analysis in this research, Love is the most dominant indicator in Instagram and influence the followers’ interest to visit The Green Forest Resort & Wedding. The influence of Instagram towards the followers’ interest to visit The Green Forest Resort & Wedding is in the strong category.
| Item Type: | Thesis (Sarjana) |
|---|---|
| Identification Number: | SKR/FISIP/2019/308/051902686 |
| Uncontrolled Keywords: | Media Sosial Instagram, Minat Berkunjung Followers, The Green Forest Resort & Wedding. Instagram, The Followers’ Interest to Visit, and The Green Forest Resort & Wedding. |
| Subjects: | 000 Computer science, information and general works > 006 Special computer methods > 006.7 Multimedia systems > 006.75 Specific types of multimedia systems > 006.754 Online social networks |
| Divisions: | Fakultas Ilmu Sosial dan Ilmu Politik > Ilmu Komunikasi |
| Depositing User: | Budi Wahyono Wahyono |
| Date Deposited: | 22 Jun 2020 07:45 |
| Last Modified: | 27 Jun 2022 02:34 |
| URI: | http://repository.ub.ac.id/id/eprint/169658 |
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