Putri, Diana Marischa (2026) Pengaruh Terpaan Konten Pesona Indonesia di Media Sosial Terhadap Minat Berkunjung Wisatawan Masyarakat Surabaya. (The Influence of Pesona Indonesia Content Exposure on Social Media Toward the Visiting Interest of Surabaya Residents). Undergraduate thesis, Universitas 17Agustus 1945 Surabaya.
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Abstract
This study aims to determine and analyze the influence of exposure to Pesona Indonesia content on social media TikTok on the visiting interest of tourists among the people of Surabaya. The official account @pesonaindonesia, managed by the Ministry of Tourism and Creative Economy of the Republic of Indonesia, was selected as the object of research due to its strategic role in promoting domestic tourist destinations through digital content. This study employs the Stimulus-Response (S-R) Theory as its theoretical framework, in which content exposure is positioned as the stimulus and visiting interest as the response. The research uses a quantitative explanatory approach with a survey method through the distribution of Likert scale questionnaires to 104 respondents from the Surabaya community, selected using a quota sampling technique. Data were analyzed using validity tests, reliability tests, classical assumption tests (normality, linearity, and heteroscedasticity), and simple linear regression analysis with the assistance of SPSS 27.0. The results show that exposure to Pesona Indonesia content falls into a high category, as does the visiting interest of Surabaya's tourists. The regression analysis produced the equation Y = 28.634 + 0.637X, with a coefficient of determination (R Square) of 0.643, indicating that the exposure to Pesona Indonesia content variable contributes 64.3% to tourists' visiting interest, while the remaining 35.7% is explained by other variables outside the research model. The t-test results show a t-value of 7.921, greater than the t table value of 1.983, with a significance level below 0.05, leading to the rejection of H0 and the acceptance of H1. It can therefore be concluded that there is a positive and significant influence of exposure to Pesona Indonesia content on social media on the visiting interest of tourists among the people of Surabaya. These findings reinforce the relevance of the Stimulus-Response Theory in explaining the phenomenon of digital tourism marketing communication, and offer practical implications for the administrators of the Pesona Indonesia account as well as regional tourism policymakers in designing more effective promotional strategies.
| Item Type: | Thesis (Undergraduate) |
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| Uncontrolled Keywords: | Content Exposure, Social Media, TikTok, Pesona Indonesia, Visiting Interest, Stimulus-Response Theory. |
| Subjects: | H Social Sciences > H Social Sciences (General) H Social Sciences > HE Transportation and Communications |
| Divisions: | Fakultas Ilmu Sosial dan Ilmu Politik > Program Studi Ilmu Komunikasi |
| Depositing User: | 1152200447 Diana Marischa Putri |
| Date Deposited: | 28 Aug 2026 04:53 |
| Last Modified: | 28 Aug 2026 04:53 |
| URI: | http://repository.untag-sby.ac.id/id/eprint/47012 |
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