Salwana, Dinanisa Cahya (2026) PENGARUH VISUAL KONTEN PADA AKUN INSTAGRAM @PESONA.INDONESIA TERHADAP KETERTARIKAN FOLLOWERS DALAM MENGUNJUNGI DESTINASI WISATA DOMESTIK. S1 thesis, Universitas Mercu Buana Jakarta.
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Abstract
The development of social media, particularly Instagram, has been widely utilized as a tourism promotion medium through the presentation of attractive visual content. The Instagram account @pesona.indonesia, as the official account of the Ministry of Tourism of the Republic of Indonesia, actively presents visuals of domestic tourist destinations that are packaged in an informative and persuasive manner. This study aims to determine the extent to which visual content on the @pesona.indonesia Instagram account influences followers’ interest in visiting domestic tourist destinations. This research employs a survey research method with a quantitative approach. The population of this study consists of active followers of the @pesona.indonesia Instagram account. Data were collected through the distribution of questionnaires with a sample of 96 respondents. The results of the study indicate a positive relationship between visual content and followers’ interest, as shown by a correlation coefficient of 0.612, which signifies a strong relationship between the two variables, with a coefficient of determination of 37.5%. The hypothesis test result shows a value of 7.512 > 1.984, indicating that H1 is accepted and H0 is rejected. Therefore, it can be concluded that visual content has a significant influence on followers’ interest. Keywords: Visual Content, Instagram, Followers’ Interest, Tourist Destinations. Perkembangan media sosial, khususnya Instagram, telah dimanfaatkan sebagai sarana promosi pariwisata melalui penyajian konten visual yang menarik. Akun Instagram @pesona.indonesia sebagai akun resmi Kementerian Pariwisata Republik Indonesia secara aktif menampilkan visual destinasi wisata domestik yang dikemas secara informatif dan persuasif. Penelitian ini bertujuan untuk mengetahui seberapa besar pengaruh visual konten pada akun Instagram @pesona.indonesia terhadap ketertarikan followers dalam mengunjungi destinasi wisata domestik. Penelitian ini menggunakan metode penelitian survey dengan pendekatan kuantitatif. Populasi dalam penelitian ini adalah pengikut aktif akun Instagram @pesona.indonesia. Pengumpulan data dilakukan melalui penyebaran kuesioner dengan sampel sebanyak 96 responden. Hasil penelitian menunjukkan bahwa adanya hubungan positif antara visual konten dan ketertarikan followers ditunjukkan dari nilai korelasi sebesar 0,612 yang berarti hubungan antara kedua variabel tersebut berada pada kategori kuat dengan koefisien determinasi 37,5%. Uji hipotesis berada di 7,512 > 1,984 yang berarti H1 diterima dan H0 ditolak. Sehingga dapat disimpulkan bahwa visual konten berpengaruh secara signifikan terhadap ketertarikan followers. Kata Kunci : Visual Konten, Instagram, Ketertarikan Followers, Destinasi Wisata.
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