Digital Marketing Through Social Media Instagram as a Promotion Means to Increase Interest in Visiting Bengkulu Tourism Objects

Abstract

Instagram is a social media that can be used as a tourism promotion tool, because in the context of marketing, a tourist attraction, photo media can affect the tourists desire to visit the tourist sites contained in the photo. The use of photos have a purpose to make a promotion more effective, because photos are able to attract people and will immediately easily assess and describe the atmosphere in the tourist attraction. The tourism industry is related to social media because there are many accounts that upload photos with aim to provide information about tourist locations. One of them is the @VisitBengkulu account, this account contains the results of photo reposts that have been uploaded by other accounts. Coupled with the phenomenon of photography, namely selfie (self-photo) in tourist places and then upload it on social media Instagram. The features provided by Instagram are very varied, easy to use and efficient, making researchers want to know the promotional strategies carried out by users of the @VisitBengkulu Instagram account as a medium for tourism promotion. Objective (1) determine whether there is an influence of advertising and publicity through digital marketing on social media @VisitBengkulu instagram account the interest of visiting attractions Bengkulu, 2) the effect of advertising through digital marketing media on social instagram account the interest of discussing @VisitBengkulu Bengkulu tourist attraction. 3) the influence of publicity through digital marketing on social media Instagram on the @VisitBengkulu account on interest in visiting Bengkulu tourism objects. This research is a type of qualitative research. The type of data used is primary data obtained through the distribution of questionnaires. The respondents of this research are Instagram social media users who follow @VisitBengkulu totaling 100. The data analysis method used multiple linear regression analysis. Based on the discussion and research conclusions, some suggestions that can be given relating to advertising, publicity and interest in visiting Bengkulu tourism are: (1) The results of the study show that advertising through digital marketing has a significant effect on visiting interest . These findings explain that advertising on Instagram on @VisitBengkulu has been able to attract interest in visiting Bengkulu tourism objects. (2) The results of the study show that the publicity through digital marketing significant effect on the interests Been. These findings explain that publicity in areas outside Bengkulu has succeeded in increasing the image of tourism and attracting interest in visiting Bengkulu tourism. (3) The results show that advertising and publicity through digital marketing have a significant effect on Visiting Interest. These findings explain that the marketing strategy implemented by @VisitBengkulu is able to increase interest in visiting Bengkulu tourism objects.