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Abstract
This research aims to prove whether there is an influence of advertising exposure and brand image on Instagram on the interest of tourism visitors to Dusun Semilir. The study was conducted by distributing questionnaires to 100 respondents who are followers of the Instagram account @dusunsemilir. The respondents answers were analyzed using multiple linear regression and normality tests. The results of this study show through statistical tests that there is a positive relationship. The positive regression coefficient values of X1 (advertising exposure on Instagram) and X2 (brand image), which are 0.335 and 0.396 respectively, indicate a direct relationship with Y (interest of Dusun Semilir visitors) according to the AISAS model. The R square value calculation of 0.543 shows the influence of variable X1 and X2 on Y by 54.3%.
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References
Abdussamad, S. N. (2018). Efektivitas Event Festival Pesona Saronde 2017 dan Terpaan Media Promosi Instagram terhadap Minat Berkunjung di Wisata Pulau Saronde Provinsi Gorontalo [Skripsi]. Yogyakarta: Universitas Islam Indonesia.
Baskoro, A. (2008). Analisis Hubungan Terpaan Iklan. Jakarta: Universitas Indonesia.
Batra, R., Myers, J., Aaeker. (1996). Advertising Manajemen. New Jersey: Prentice Hall.
Buckley, R. C., Chauvenet, A. L. M. (2022). Economic Value of Nature via Healthcare Savings and Productivity Increases. Biological Conservation, 272(109665).
Burnet, J., Wells, W., Moiarty. (2000). Advertising: Principles and Practice. New Jersey:
Prentice Hall.
Dumadi, Wulandari, H. K., Syaifulloh, M. (2021). Pengaruh Brand Image dan Harga Tiket Terhadap Minat Pengunjung Wisata Pulau Cemara Brebes. Jurnal Value, 16(2).
Duncan, T . (2005). Principle of Advertising and IMC. New York: McGrawHill. Elliot, N. (2014). Instagram is The King Of Social Engagement.
https://www.forrester.com/blogs/14-04-29- instagram_is_the_king_of_social_engagement/. Diakses 20 Januari 2022.
Ferdinand, A. (2002). Structural Equation Modelling dalam Penelitian Manajemen. Semarang: Fakultas Ekonomi Universitas Diponegoro.
Indonesia Investment. (2024). Industri Pariwisata Indonesia. https://www.indonesia-investments.com/id/bisnis/industri-sektor/pariwisata/item6051?. Diakses 22 Mei 2024.
Kementerian Pariwisata dan Ekonomi Kreatif. (2024). Expert Survey: Sektor Pariwisata dan Ekonomi Kreatif Tumbuh pada 2024. https://kemenparekraf.go.id/ragam-pariwisata/expert-survey-sektor-pariwisata-dan-ekonomi-kreatif-tumbuh-pada-2024. Diakses 22 Mei 2024.
Kotler, P., John T. B., James, C. M.. (2006). Marketing for Hospitality and Tourism. Fourth Edition. New Jersey: Pearson Education.
Low, G. S., Lamb, C. W. (2000). The Measurement and Dimensionality of Brand Associations.
Journal of Product and Brand Management, 9(6).
Pradipta, D. A. A. (2012). Pengaruh Citra Merek (Brand Image) Terhadap Loyalitas Konsumen Produk Oli Pelumas Pt Pertamina (Persero) Enduro 4t Di Makassar [Skripsi]. Makassar: Universitas Hasanuddin.
Putra, G. B. S., Kumadji, Srikandi, Hidayat, K. (2015). Pengaruh Citra Perusahaan terhadap Minat Berkunjung dan Keputusan Berkunjung (Survei pada Pengunjung Taman Rekreasi PT. Selecta, Kota Batu, Jawa Timur). Jurnal Administrasi Bisnis S1 Universitas Brawijaya, 26(2).
Rizki, M. A., Pangestuti, E. (2017). Pengaruh Terpaan Media Sosial Instagram terhadap Citra Destinasi dan Dampaknya pada Keputusan Berkunjung (Survei pada Pengunjung Kampung Warna-Warni Jodipan, Kota Malang). Jurnal Administrasi Bisnis, 49(2).
Schiffman, Leon, G., Kanuk, Lazar, L. (2008). Perilaku Konsumen. Jakarta: Indeks. Straub, J. T., Attner, R. (1994). Introduction to Business. California: Wadsworth Publishing
Company.
Sudirman. (2013). Pembentukan Minat. Jakarta: Pustaka Karya.
Sugiyama, K., Andree, T. (2010). The Dentsu Way. New York: McGraw Hill