THE INFLUENCE OF SOCIAL MEDIA MARKETING (INSTAGRAM) AND SERVICE QUALITY ON TOURIST INTEREST (Study on Kampung Ikan Lembah Tanjung, Subang Regency)

Abstract

The development of social media, particularly Instagram, has provided new opportunities for the tourism sector to promote destinations more widely and effectively. The Fish Village of Tanjung Valley in Subang Regency is one of the tourist destinations that utilizes social media to introduce its uniqueness and natural potential.

This research aims to determine the impact of Social Media Marketing through the Instagram platform and service quality on tourists' interest in visiting. The method used in this study is an explanatory survey method, with descriptive and verificative research types. The population in this study consists of tourists from Subang Regency and outside Subang who have visited the tourist attraction Kampung Ikan Lembah Tanjung Subang using Instagram social media. The sampling technique used is non-probability sampling with a purposive sampling method. Data collection was done by distributing questionnaires to 107 respondents, namely Subang tourists who have visited the tourist attraction Kampung Ikan Lembah Tanjung Subang using Instagram.

The results of this research indicate that Social Media Marketing and Service Quality have a significant impact on Visit Intention both partially and simultaneously. The recommendation for the company is for Instagram account managers to be more active in responding to the audience and to hold interactions such as Q&A or polling. In the dimension of Responsiveness within Service Quality, individual attention from employees still needs to be improved through training and adding staff during busy times. The indicator of preferential interest in Visit Intention is also low, therefore, strategies to strengthen the unique appeal of the destination are needed.