Efektifitas Promosi Kawasan Pariwisata Kabupaten Deli Serdang Melalui Akun Media Sosial Instagram @Disbudporapar_Deliserdang terhadap Ketertarikan Berkunjung Wisatawan

Abstract

This thesis is entitled "The Effectiveness of Promotion of the Deli Serdang Regency Tourism Area through the Instagram @disbudporapar_deliserdang Social Media Account on Tourist Visiting Interests." The purpose of this study was to determine the effect of the effectiveness of the promotion of the Deli Serdang Regency tourism area through the Instagram @disbudporapar_deliserdang social media account on the interest of visiting tourists. Theories that are considered relevant in this research are Effectiveness, Marketing, Marketing Communication, Marketing Mix, Promotion, Factors Affecting Promotion Mix Determination, Promotion Mix, Promotion Objectives, Promotion Indicators, Social Media, Instagram, AIDA Concept, Visiting Interest. This research is quantitative research with descriptive research approach and associative analysis. The total population in this study was 8.112 people, determining the sample using the Slovin formula so that a sample of 100 people was obtained. The sampling technique in this study used purposive sampling. Data collection techniques in this study are field research (Field Research) and library research (library research). The data analysis technique used is single table analysis, cross table analysis and hypothesis testing using SPSS version 22 showing the number (0.339) which means the relationship is low. Thus it can be concluded that the research hypothesis is accepted with a significant correlation. This shows that Promotion Effectiveness has a significant relationship to the Interest of Tourists. Furthermore, to see how big the relationship or role of Promotion Effectiveness to Tourist Attractions, visitors must go through a determination test. So it can be concluded that the effect of Promotion Effectiveness has a relationship of 11.49% on the Interest of Tourists.