THE EFFECT OF THE USE OF TOURISM MARKETING ON INSTAGRAM SOCIAL MEDIA ON THE LEVEL OF VISITS TO DANTE PINE, ENREKANG REGENCY

Abstract

Dante Pine tourist attractions in Enrekang Regency actively utilize Instagram as the main instrument of marketing communication. This research is motivated by the gap between the high popularity of digital (19,000 followers) and the reality of the level of tourist visits in the field which fluctuates and has decreased. Therefore, this study aims to empirically analyze the influence of the use of tourism marketing on Instagram social media on the level of tourist visits at Dante Pine tourist attractions, Enrekang Regency. This study uses a quantitative approach with the type of explanatory research. The study population was all followers of the @dante.pine Instagram account, with a sample of 377 respondents determined using the Krejcie and Morgan formula and selected through purposive sampling techniques. The measurement of the effectiveness of marketing communication was measured using the 4C (Context, Communication, Collaboration, Connection) theory, while the rate of visits was measured using the AISAS (Attention, Interest, Search, Action, Share) digital consumer behavior flow model. The main data collection was through questionnaires, and analyzed using descriptive analysis, classical assumption test, simple linear regression, t-test (partial), and determination coefficient test. The results of the study show that: (1) The level of Instagram social media marketing use in Dante Pine tourist attractions is in the high category, which is 74.3%. (2) The level of tourist visits is also in the high category, which is 76.7%. (3) There is a positive and significant influence between Instagram social media marketing on the rate of tourist visits to Dante Pine. This is evidenced by the calculated t value (29.247) which is greater than the t table (1.966) with a significance value of 0.000 < 0.05. The value of the Coefficient of Determination (R Square) shows a figure of 0.695, which means that marketing activities through Instagram social media contributed 69.5% in influencing the rate of tourist visits, while the remaining 30.5% were influenced by other factors outside of the variables of this study.