PENGARUH INSTAGRAM TERHADAP KEPUTUSAN PENGUNJUNG UNTUK BERWISATA KE MEGA WISATA OCARINA KOTA BATAM

Abstract

Batam City is nicknamed the gateway city to Indonesia because it is close to Malaysia and Singapore. Easy access to neighboring countries means that Batam City is a city frequently visited by foreign tourists. The development of the tourism sector is balanced with the development of digital technology. Tourist destinations in Batam City are also increasingly innovating by following the sophistication of digital technology such as a variety of digital-based services offered to tourists. This causes people to tend to use social media to research tourist attractions, one of which is using Instagram. Aware of the rapid development of the internet and the strength of social media, especially Instagram, in disseminating information to the people of Batam City, Indonesia and abroad. Ocarina tourism is promoted via social media Instagram called @New.ocarina. However, based on uploads posted on Instagram Ocarina Beach, the average Instagram user has no more than 100 likes with an average user impression of 2,832 plays. The contradiction in this case prompted researchers to identify whether or not Instagram social media had an influence on visitors' decisions to travel. This study uses a descriptive research design with quantitative research data types by describing the variables supported by data generated based on field results. Based on the research results obtained in the discussion of the previous chapter, the researchers draw the following conclusions: H0 = Rejected because it does not match the research results; H1 = Accepted because there is an influence of Instagram social media on final decisions. With the results of the simple linear regression equation obtained, namely Y=38.949 – 0.068X. Social media Instagram @New.Ocarina does not have a significant effect on visitor decisions at the Mega Wisata ocarina in Batam City as seen from the results of the t test with t table = 1.987 with t count -0.818. The significant value of 0.416 is greater than 0.05. Instagram only influences 0.8% of visitors' decisions, the remaining 99.2% of visitors' decisions are influenced by other things outside of this research.