Dampak Media Sosial Facebook dan Instagram Terhadap Kunjungan Wisatawan di Desa Wisata Tambakbulusan

Mulyono, Mulyono
Narolita, Mella
Rahman, Abdul
Ardiana, Vita

Prosiding Seminar Nasional Rekayasa Teknologi Industri dan Informasi ReTII
2025: Prosiding Seminar Nasional ReTII ke-20 (Edisi Penelitian)

The development of social media has changed the pattern of tourist promotion and visitation decisions, offering significant opportunities for local tourist destinations. This study aims to analyze the specific influence of Facebook and Instagram on increasing tourist visits, with a case study of Tambakbulusan Tourism Village, Glagah Wangi Beach, Demak Regency. The research method used is descriptive quantitative. Data were collected through questionnaires from 175 tourist respondents and analyzed using SmartPLS 3.0 software. The results of hypothesis testing proved that both social media platforms have a positive and statistically significant influence. Facebook has an influence with a t-value of 7.787 (p-value 0.000), and Instagram shows a stronger influence with a t-value of 8.390 (p-value 0.000). These findings confirm that digital promotion strategies through both platforms are effective in driving tourist visitation decisions. This study provides an empirical contribution to the digital tourism marketing literature, particularly for developing local tourist destinations. The practical implication of this study is the need for destination managers to optimize strategic content and engagement across both platforms to maximize promotional impact.