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All Journal Proceeding Seminar Nasional Riset Terapan Administrasi Bisnis dan Mice (SNRT)
Dimas Aditya Saputra
Politeknik Negeri Jakarta

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Pengaruh Kredibilitas dan Daya Tarik Konten Instagram terhadap Keputusan Berkunjung ke Demak Mulyono Mulyono; Besya Salsabilla Azani Arif; Dimas Aditya Saputra; Chiko Arwinda Fatimatul
Seminar Nasional Riset Terapan Vol. 15 No. 01 (2026): SNRT XV TAHUN 2026
Publisher : Administrasi Niaga Politeknik Negeri Jakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32722/snrtbisnis.v15i01.8044

Abstract

The development of social media has transformed the way tourism is promoted while also influencing tourists' decision-making processes, particularly for local-scale destinations such as village tourism. This study aims to examine the influence of information credibility and content attractiveness on Instagram of the Demak Regency Tourism Office on tourists' decisions to visit village tourism destinations in the region. Using a quantitative method based on a survey of 200 tourist respondents, the data were analyzed through the Structural Equation Modeling-Partial Least Squares (SEM-PLS) approach using SmartPLS software. The findings reveal that information credibility has a significant effect on visiting decisions. Likewise, social media content attractiveness also shows a significant effect. Interestingly, content attractiveness proves to have a more dominant influence compared to information credibility, indicating that visual elements, creativity, and content presentation style are the primary factors in attracting potential tourists. This confirms that Instagram serves not only as an information channel but also as a visual promotional instrument capable of driving tourist behavior in determining visiting decisions. This study reinforces previous research stating that attractive content can build a positive destination image and increase visit intention. Practically, these findings can provide input for the Demak Regency Tourism Office to continuously improve information quality and content innovation in promotion, in order to boost tourist visits to village tourism destinations in Demak Regency.
Co-Authors Besya Salsabilla Azani Arif Chiko Arwinda Fatimatul Mulyono Mulyono