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UPT Publikasi Ilmiah, Universitas Islam Bandung. Jl. Tamansari No. 20, Bandung 40116, Indonesia, Tlp +62 22 420 3368, +62 22 426 3895 ext. 6891
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Bandung Conference Series: Communication Management
Published by Universitas Islam Bandung
ISSN : -     EISSN : 28282183     DOI : https://doi.org/10.29313/bcscm.v2i2
Core Subject : Humanities, Education, Social,
Humanities Languange, Linguistic, Communication & Media Social Sciences
Bandung Conference Series: Communication Management (BCSCM) menerbitkan artikel penelitian akademik tentang kajian teoritis dan terapan serta berfokus pada Manajemen Komunikasi dengan ruang lingkup diantaranya adalah Awareness, Brand equity, Brand Image, Connecting Community Building, Content Creation, Content Sharing, Daya Tarik Iklan, Drama Televisi, Event, Gaya Hidup, Interior Display, Jingle, Kampanye, Keputusan Pembelian, Keterikatan Pelanggan, Komunikasi antar pribadi, Komunikasi Pemasaran, Konsep Diri, Kredibilitas Komunikator, Kualitas Pelayanan, Literasi Media, Loyalitas Konsumen Manajemen branding, Media Sosial, Minat Beli Konsumen, Online Review, Pemasaran Konten, Penjualan produk, Persepsi Budaya, Personal Branding, Promosi online, Sikap, Store Atmospheredan Layout, Tagline, Terpaan Media, Tindakan Membeli, Transportasi Online, Ujaran Kebencian, Website, Word of Mouth. Prosiding ini diterbitkan oleh UPT Publikasi Ilmiah Unisba. Artikel yang dikirimkan ke prosiding ini akan diproses secara online dan menggunakan double blind review minimal oleh dua orang mitra bebestari.
Arjuna Subject : Ilmu Sosial - Komunikasi
Articles 1 Documents
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Pengaruh Promosi Digital Instagram @Biancakartika terhadap Minat Berkunjung ke Korea Selatan Feby Nur Permata; Sophia Novita
Bandung Conference Series: Communication Management 325 - 334
Publisher : UNISBA Press

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29313/bcscm.v6i2.24787

Abstract

The development of digital communication technology has revolutionized tourism promotion strategies. Social media, particularly Instagram, has become a key channel for disseminating interactive and visual tourism information. This study examines the influence of digital promotion through the Instagram account @biancakartika on followers' interest in visiting South Korea. A quantitative explanatory approach was used with a survey method. The sample consisted of 100 respondents selected purposively from followers who had viewed South Korea tourism content during 2023–2025. Data analysis included descriptive statistics, classical assumption tests, simple linear regression, t-tests, and coefficient of determination. The results show that digital promotion has a positive and significant effect on visit interest (sig. 0.000, R² = 60.7%). The attractiveness dimension contributed the largest effective contribution (20.77%), followed by responsiveness (15.26%), reliability (12.41%), and authenticity (12.26%). These findings confirm that visual appeal, interactive communication, information reliability, and content authenticity jointly shape followers' interest in visiting South Korea. Keywords: Digital Promotion, Instagram, Influencer, Uses and Gratification Theory, South Korea.   Perkembangan teknologi komunikasi digital telah merevolusi strategi promosi pariwisata. Media sosial, khususnya Instagram, menjadi kanal utama penyebaran informasi wisata yang interaktif dan visual. Penelitian ini mengkaji pengaruh promosi digital melalui akun Instagram @biancakartika terhadap minat berkunjung followers ke Korea Selatan. Penelitian menggunakan pendekatan kuantitatif eksplanatori dengan metode survei. Sampel berjumlah 100 responden yang dipilih secara purposive dari followers yang pernah melihat konten wisata Korea Selatan periode 2023–2025. Analisis data meliputi statistik deskriptif, uji asumsi klasik, regresi linear sederhana, uji t, dan koefisien determinasi. Hasil penelitian menunjukkan promosi digital berpengaruh positif dan signifikan terhadap minat berkunjung (sig. 0,000; R² = 60,7%). Dimensi attractiveness memberikan sumbangan efektif terbesar (20,77%), diikuti responsiveness (15,26%), reliability (12,41%), dan authenticity (12,26%). Temuan ini mengkonfirmasi bahwa daya tarik visual, komunikasi interaktif, keandalan informasi, dan keaslian konten secara bersama-sama membentuk minat followers untuk berkunjung ke Korea Selatan.  

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