Hubungan Kualitas Konten Feed Instagram @jianti10villa dengan Minat Berkunjung Calon Konsumen ke Jianti 10 Villa

Abstract

Instagram menjadi media penting dalam promosi akomodasi, termasuk Jianti 10 Villa yang bersaing di tengah maraknya destinasi di Puncak Bogor. Penelitian ini bertujuan menganalisis hubungan kualitas konten feed Instagram @jianti10villa dengan minat berkunjung calon konsumen. Penelitian menggunakan pendekatan kuantitatif melalui survei dengan kuesioner skala Likert yang dibagikan kepada 87 responden, yang sebagian besar berasal dari wilayah Jabodetabek dan didominasi perempuan dengan status ibu rumah tangga. Uji korelasi Rank Spearman digunakan untuk mengukur keterkaitan delapan indikator kualitas konten dengan empat indikator minat berkunjung. Hasil penelitian menunjukkan seluruh indikator kualitas konten memiliki hubungan positif dan signifikan dengan minat berkunjung, dengan kekuatan korelasi bervariasi dari lemah hingga kuat. Korelasi tertinggi ditemukan pada hubungan antara indikator Layak Dibagikan dengan Ketertarikan, diikuti oleh Sesuai Identitas dengan Ketertarikan, serta Tepat Waktu dengan Perhatian. Sebaliknya, hubungan paling lemah ditemukan pada indikator Berbeda terhadap Perasaan dan Keterlibatan. Hasil menunjukkan bahwa konten yang layak dibagikan, konsisten, dan disajikan pada waktu yang tepat memiliki potensi besar dalam menarik minat calon konsumen mengunjungi Jianti 10 Villa.

Instagram has become an essential medium in accommodation promotion, including Jianti 10 Villa, which competes amidst the growing number of destinations in Puncak Bogor. This study aims to analyze the relationship between the quality of Instagram feed content of @jianti10villa and the visiting interest of potential consumers. The research employed a quantitative approach through a survey using a Likert scale questionnaire distributed to 87 respondents, most of whom came from the Jabodetabek area and were predominantly female with the status of housewives. The Spearman Rank correlation test was used to measure the relationship between eight indicators of content quality and four indicators of visiting interest. The results show that all indicators of content quality have a positive and significant relationship with visiting interest, with correlation strengths ranging from weak to strong. The highest correlation was found between the indicator Shareable and the indicator Interest, followed by On Brand with Interest, and Timeliness with Attention. Conversely, the weakest relationships were observed between the indicator Different and the indicators Feeling and Engagement. This study concludes that content which is shareable, consistent, and presented at the right time has a strong potential to attract the visiting interest of potential consumers to Jianti 10 Villa.