Pengaruh Terpaan Konten Akun Instagram @Labuanbajo_Info Terhadap Minat Kunjung Pengikut Berwisata Di Labuan Bajo. (The Influence of Instagram Account @Labuanbajo_Info Content on Followers' Interest in Visiting Labuan Bajo).

Sai, Wiliarto Jangga (2025) Pengaruh Terpaan Konten Akun Instagram @Labuanbajo_Info Terhadap Minat Kunjung Pengikut Berwisata Di Labuan Bajo. (The Influence of Instagram Account @Labuanbajo_Info Content on Followers' Interest in Visiting Labuan Bajo). Undergraduate thesis, Universitas 17 Agustus 1945 Surabaya.

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Abstract

This study aims to examine the effect of content exposure from the Instagram account @labuanbajo_info on followers’ intention to visit Labuan Bajo. The study is based on the Stimulus–Response (S–R) Theory, which explains that communication messages delivered as stimuli can generate specific responses from the audience. In the context of this study, the stimulus refers to content shared through Instagram, while the response is manifested in the form of followers’ intention to visit the tourist destination of Labuan Bajo. This study employs a quantitative research method with an explanatory approach. Data were collected through questionnaires distributed to 100 respondents who are active followers of the Instagram account @labuanbajo_info. The collected data were analyzed using simple linear regression analysis, hypothesis testing (t-test and F-test), and coefficient of determination (R²) analysis with the assistance of the SPSS program. The results indicate that exposure to content from the Instagram account @labuanbajo_info has a positive and significant effect on followers’ intention to visit. This is evidenced by a t-value of 17.599 with a significance level of 0.000 < 0.05, and further supported by an F-test result of 309.731 with a significance value of 0.000. The Adjusted R Square value of 0.757 indicates that 75.7% of the variation in visit intention can be explained by content exposure, while the remaining 24.3% is influenced by other factors outside this study. Overall, these findings confirm that Instagram content exposure can shape followers’ intention to visit and support the application of the Stimulus–Response (S–R) Theory.

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