Pengaruh Promosi Media Sosial Terhadap keputusan Berkunjung di Objek Wisata Puncak Pato Kabupaten Tanah Datar

Abstract

The discovery of concerns with Instagram promotion on the decision to visit Puncak Pato prompted this inquiry. The purpose of this study is to identify and describe the impact of Instagram advertising on the decision to travel to Puncak Pato. The methodology used was quantitative research with a causal associative methodology. The data types used in the study were both primary and secondary. The population of the study consisted of visitors to Tanah Datar Regency's Puncak Pato tourism area. The research sample included 334 clients who were chosen using purposive sampling, a non-probability sampling technique. Data were collected using a validated and accurate Likert scale questionnaire. The study data was analyzed using SPSS 26.00. According to the study's findings, promotion via Instagram social media is in the good category, with a score of 78.03%, as is the choice variable to visit the documentation center, which received 76.52%. The impact of Instagram social media promotion on the decision to visit Puncak Pato has an adjusted R Square of 11.7%, with other factors accounting for 88.3% of the influence.