DAMPAK PAPARAN KONTEN PERJALANAN DI INSTAGRAM TERHADAP NIAT MENGUNJUNGI DESTINASI WISATA

Kartika Hendra Oktavia Simorangkir; Iwan Koswara; Ikhsan Fuady

doi:10.36441/pariwisata.v8i2.3266

Authors

Kartika Hendra Oktavia Simorangkir
Kartikasimorangkir015@gmail.com
Universitas Padjadjaran
Iwan Koswara
Ikhsan Fuady

Keywords:

Mediasi; Realibilitas; Validitas; Wisatawan

Abstract

Penelitian ini bertujuan untuk menguji pengaruh paparan konten perjalanan di Instagram terhadap niat mengunjungi destinasi wisata, dengan iri positif sebagai variabel mediasi. Pendekatan kuantitatif digunakan dengan desain Structural Equation Modeling (SEM) menggunakan aplikasi LISREL untuk menganalisis hubungan antarvariabel. Data dikumpulkan melalui survei daring dari 205 responden pengguna Instagram di Indonesia berusia 15–55 tahun. Hasil analisis menunjukkan bahwa paparan konten perjalanan tidak secara signifikan memengaruhi niat responden untuk mengunjungi destinasi wisata tetapi iri positif terbukti menjadi mediator yang signifikan untuk memediasi hubungan paparan konten perjalanan di Instagram terhadap niat mengunjungi destinasi wisata , di mana pengguna merasa terinspirasi untuk mengejar pengalaman serupa tanpa rasa negatif. Validitas dan reliabilitas instrumen penelitian telah diuji menggunakan Confirmatory Factor Analysis (CFA), dengan nilai CR di atas 0,7 dan AVE di atas 0,5. Penelitian ini menegaskan peran penting media sosial berbasis visual, seperti Instagram, dalam memengaruhi keputusan wisata, serta menyarankan pengelola destinasi untuk memanfaatkan strategi pemasaran berbasis konten autentik dan influencer untuk menarik wisatawan potensial.

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