<![CDATA[AbstrakInstagram merupakan platform media sosial dengan beragam fitur seperti unggah foto, video, hashtag, geotag, follow, share, like, comment dan mention yang berpotensi menjadi media informasi sekaligus promosi destinasi wisata. Penelitian ini bertujuan menganalisis pengaruh penggunaan media sosial Instagram terhadap minat berkunjung wisatawan ke Pantai Baru, Bantul, Yogyakarta. Penelitian menggunakan pendekatan kuantitatif deskriptif dengan populasi pengikut akun @pantaibarudjokdja sebanyak 1.715 orang. Penentuan sampel menggunakan rumus Slovin sehingga diperoleh 100 responden. Data dikumpulkan melalui observasi, kuesioner dan dokumentasi, kemudian dianalisis menggunakan uji validitas, uji reliabilitas, uji asumsi klasik, serta regresi linear sederhana dengan uji t dan uji koefisien determinasi. Hasil penelitian menunjukkan bahwa media sosial Instagram berpengaruh positif dan signifikan terhadap minat berkunjung wisatawan, ditunjukkan oleh nilai signifikansi 0,000 < 0,05. Nilai koefisien determinasi (R²) sebesar 0,807 menunjukkan bahwa 80,7% variasi minat berkunjung dapat dijelaskan oleh variabel penggunaan Instagram, sedangkan 19,3% sisanya dijelaskan oleh variabel lain di luar penelitian ini. Temuan ini mengimplikasikan bahwa pengelolaan konten Instagram secara aktif, kreatif, dan konsisten dapat menjadi strategi promosi yang efektif bagi pengelola Pantai Baru, Bantul dalam meningkatkan kunjungan wisatawan.Kata Kunci: Instagram; Media Sosial; Minat Berkunjung; Pantai Baru BantulAbstractInstagram is a social media platform with various features such as photo and video uploads, hashtags, geotags, follow, share, like, comment, and mention, which can serve as an information and promotional medium for tourist destinations. This study aims to analyze the influence of Instagram usage on tourist's interest in visiting Baru Beach, Bantul, Yogyakarta. A quantitative descriptive approach was applied, with a population of 1,715 followers of the @pantaibarudjokdja account. The Slovin formula was used to determine a sample of 100 respondents. Data were collected through observation, questionnaires, and documentation, then analyzed using validity and reliability tests, classical assumption tests, and simple linear regression with t-tests and the coefficient of determination test. The results show that Instagram has a positive and significant effect on visiting interest, indicated by a significance value of 0.001 < 0.05. The coefficient of determination (R²) of 0.807 indicate that 80.7% of the variation in visiting interest is explained by Instagram usage, while the remaining 19.3% is explained by other variables outside this study. These findings imply that active, creative, and consistent Instagram content management can serve as an effective promotional strategy for the management of Baru Beach, Bantul, in increasing tourist visits.Keywords: Instagram; Socialmedia; Visiting Interest; Baru Beach Bantul]]>
