PENGARUH TERPAAN MEDIA DAN KONTEN AKUN INSTAGRAM @pesona.indonesia TERHADAP MINAT WISATA FOLLOWERS

Abstract

Exposure is the intensity of the audience's state when they encounter messages disseminated by a media outlet. The measurement of media exposure to message reception can be observed from three dimensions: Frequency, Attention, and Duration. In the era of social media, driven by content, visuals, images, or videos play a key role in attracting the interest of followers. Content is a fundamental element of social media. Consequently, content becomes public consumption material, especially on new media platforms like Instagram. Users utilize social media to promote or brand themselves to be recognized and eventually attract followers' interest. There are many beautiful places in Indonesia with stunning natural landscapes that are still relatively unknown. An Instagram account like @pesona.indonesia helps to address this by showcasing these locations. With the increasing number of people interested in visiting tourist destinations and the growth of Instagram accounts focusing on travel, this study aims to determine the impact of media exposure and the content of the Instagram account @pesona.indonesia on followers' travel interest. Using the Uses and Effects Theory, which analyzes the impact of media exposure and content on followers' perceptions, the research employs a quantitative method with multiple linear regression analysis. The sample consists of 400 followers of the Instagram account @pesona.indonesia, aged between 10 and 37 years. The results indicate that media exposure and content from the Instagram account @pesona.indonesia contribute 20.5% to the influence on followers' travel interest, while the remaining 79.5% is influenced by other variables not observed in this study. The conclusion of this research is that there is a simultaneous influence of media exposure and content on the Instagram account @pesona.indonesia regarding followers' travel interest