PENGARUH PROMOSI DIGITAL MELALUI MEDIA SOSIAL INSTAGRAM TERHADAP MINAT BERKUNJUNG DI HOTEL DAN RESTAURANT MARTIN ANUGRAH DOLOKSANGGUL KABUPATEN HUMBANG HASUNDUTAN

Abstract

This study aims to examine the effect of digital promotion through Instagram social media on visiting interest at Martin Anugrah Hotel and Restaurant, Doloksanggul, Humbang Hasundutan Regency. The data analysis methods employed in this research include Simple Correlation Analysis, Coefficient of Determination (R²), Simple Linear Regression Analysis, and Hypothesis Testing (t-test). The population and sample consist of 100 consumers who stayed or visited Martin Anugrah Hotel and Restaurant Doloksanggul. The results of the analysis show that the correlation coefficient (r_calculated) for the variable Digital Promotion through Instagram (X) is 0.819, which is greater than r_table (0.165). This indicates a very strong and significant relationship between Digital Promotion through Instagram (X) and Visiting Interest (Y). The coefficient of determination (R²) is 0.672 or 67.2%, meaning that Digital Promotion through Instagram contributes 67.2% to Visiting Interest, while the remaining 32.8% is influenced by other factors not examined in this study. The simple linear regression analysis produces the equation Y = 7.851 + 0.599X, which implies that if the Digital Promotion through Instagram variable (X) is constant (X = 0), the Visiting Interest (Y) is 7.851. Furthermore, each one-unit increase in Digital Promotion through Instagram increases Visiting Interest by 0.599. The t-test results show that t_calculated = 14.156 > t_table = 1.984, confirming that Digital Promotion through Instagram has a positive and significant effect on Visiting Interest at Martin Anugrah Hotel and Restaurant Doloksanggul, Humbang Hasundutan Regency. Therefore, the research hypothesis is accepted, namely that social media promotion has a positive and significant effect on visiting interest.