Pengaruh Akun Media Sosial Instagram @sumbar_rancak terhadap Minat Berkunjung di Kalangan Followers Ke Sumatra Barat

Abstract

This study, titled "The Effect of Instagram Social Media Accounts @sumbar_rancak in Visiting Interests of The Followers of Sumatra Barat" used a correlational quantitative research approach. The goal of this study was to see how the Instagram social media account @sumbar_rancak affected visitors' interest in West Sumatra. Some of the theories used in this study include S-O-R (Stimulus-Organism-Response), Tourism Communication, New Media, and Instagram. The population of this study is made up of 10.5 thousand followers of the Instagram social media account @sumbar_rancak. A total of 100 respondents were sampled using a purposive sampling strategy based on the Taro Yamane formula. The research data was gathered via an online questionnaire in the form of a Google form. Researchers investigated Spearman's rank order correlation coefficient hypothesis (Spearman's Rank Order Correlations) using categorization approaches for data analysis, including validity and reliability testing, single table analysis, and cross table analysis. The results of this investigation indicate that the Instagram account @sumbar_rancak has an impact on followers' desire in traveling to West Sumatra. The correlation coefficient (rho) of 0.825, which denotes that the influence of variable X on variable Y has a strong relationship on a scale of strong associations, suggests that H0 was rejected and Ha was accepted based on the hypothesis testing that was done. The value of the effect of Instagram social media accounts @sumbar_rancak in visiting interests of the followers is 73% which is the coefficient of determination from the test results that have been carried out.