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surahmadi
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The PENGARUH KONTEN AKUN INSTAGRAM @DESWITASARIPANDANSARI TERHADAP MINAT BERKUNJUNG WISATAWAN KE OBJEK WISATA DESA PANDANSARI surahmadi
Jurnal Komunikasi Peradaban Vol. 4 No. 2 (2026): Jurnal Komunikasi Peradaban
Publisher : Prodi Ilmu Komunikasi FISIP Universitas Peradaban

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Abstract

This study examines the extent to which content posted on the Instagram account @deswitasaripandansari fosters tourists’ intention to visit attractions in Pandansari Village. Using a quantitative explanatory survey of 93 followers (Slovin formula, 10% margin of error), Instagram content (X) was measured via photographs, captions, hashtags, and posting frequency, while visit intention (Y) followed the AIDA model. Results show a statistically significant positive relationship (sig. = 0.009 < 0.05; B = 0.188), yet the variable explains only 7.3% of the variance (R²) in visit intention, indicating that destination image, e-WOM, information clarity, and travel experience play a larger role. The study reinforces the relevance of the Stimulus-Organism-Response framework in social-media-driven rural tourism and recommends integrating Instagram content strategy with destination-image building and testimonial management.
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