Penerapan Konten Edukasi Media Sosial dan Pengaruh terhadap Keputusan Kunjungan pada Eduwisata PT Godongijo Asri

Abstract

Pertumbuhan eduwisata mendorong pemanfaatan media sosial sebagai sarana promosi yang efektif. Namun, pada eduwisata PT Godongijo Asri ditemukan permasalahan mengenai kurangnya variasi konten yang disajikan. Penelitian ini bertujuan untuk mengetahui penerapan konten edukasi yang tepat melalui media sosial untuk mempromosikan eduwisata PT Godongijo Asri, menganalisis besarnya pengaruh konten edukasi yang disajikan pada media sosial terhadap keputusan kunjungan pada eduwisata PT Godongijo Asri, mengetahui perbandingan analisis finansial sebelum dan sesudah dilakukannya penelitian pada PT Godongijo Asri. Metode yang digunakan adalah kuantitatif deskriptif dengan pendekatan regresi linier sederhana. Konten edukasi dirancang dan diterapkan secara konsisten dalam penayangannya. Hasil penelitian menunjukkan bahwa analisis regresi konten edukasi media sosial berpengaruh positif dan signifikan terhadap keputusan kunjungan sebesar 63,9%. Selain itu, perhitungan laba rugi dan R/C rasio menunjukkan peningkatan efisiensi finansial setelah penerapan konten edukasi.

The growth of edutourism encouraged the utilization of social media as an effective promotional tool. However, in the case of edutourism at PT Godongijo Asri, a problem was identified regarding the lack of content variety being presented. This research aimed to examine the appropriate implementation of educational content through social media to promote edutourism at PT Godongijo Asri, to analyze the extent of the influence of educational content presented on social media on the decision to visit the edutourism destination, and to assess the financial analysis comparison before and after the research was conducted at PT Godongijo Asri. The method used was descriptive quantitative with a simple linear regression approach. Educational content was designed and implemented consistently in its dissemination. The results of the study showed that regression analysis indicated that educational content on social media had a positive and significant influence on the decision to visit, with a contribution of 63,9%. In addition, profit and loss calculations as well as the R/C ratio demonstrated improved financial efficiency following the implementation of educational content.