Analysis of the Influence of the Use of Instagram Social Media in the Promotion of Lake Toba Tourism Objects 2024

Triana, Elsa
Octaviani, Ripka
Tamba, Sabrina
Sembiring, Putri Sosanti

Mahogany Journal De Social
Vol. 2 No. 1 (2025): Mahogany Journal De Social

This study aims to analyze the influence of Instagram social media usage in promoting Lake Toba tourism on increasing brand awareness and tourist visits in the post-pandemic period. The survey was conducted with 49 respondents who are productive-age tourists and actively use Instagram as a source of travel information. The results show that the majority of respondents frequently see promotional content about Lake Toba on Instagram and consider the platform a primary source of information when planning trips. More than 80% of respondents expressed interest in visiting Lake Toba after seeing promotional content on Instagram, and 85% of them seek travel information through the platform. Instagram also creates positive associations with Lake Toba’s image and encourages word-of-mouth promotion. These findings confirm that Instagram plays a significant role in building brand awareness and increasing tourists’ interest and decisions to visit Lake Toba.