Pengaruh Kualitas Konten Instagram terhadap Minat Berkunjung ke Destinasi Wisata Museum Gedung Sate

Metya Kusumadiyanty; Rully Khairul Anwar; Edwin Rizal

doi:10.31004/riggs.v5i2.13972

Authors

Metya Kusumadiyanty Universitas Padjadjaran
Rully Khairul Anwar Universitas Padjadjaran
Edwin Rizal Universitas Padjadjaran

DOI:

https://doi.org/10.31004/riggs.v5i2.13972

Keywords:

Content Marketing, Instagram, Kualitas Konten, Minat Berkunjung, Museum Gedung Sate, AISAS

Abstract

Transformasi digital mendorong institusi museum memanfaatkan media sosial sebagai kanal pemasaran destinasi. Penelitian ini bertujuan mengukur besarnya pengaruh content marketing Instagram, yang terdiri atas dimensi kualitas konten, konsistensi dan frekuensi, relevansi informasi, serta interaktivitas, terhadap minat berkunjung ke Museum Gedung Sate Bandung. Kerangka analisis menggunakan model AISAS (Attention, Interest, Search, Action, Share), sedangkan minat berkunjung diukur melalui indikator transaksional, referensional, preferensial, dan eksploratif. Pendekatan yang digunakan adalah kuantitatif eksplanatif dengan metode survei terhadap 376 responden pengikut akun @museumgedungsate yang ditentukan melalui rumus Cochran dan teknik purposive sampling. Data ordinal ditransformasi menggunakan Method of Successive Interval (MSI), lalu dianalisis dengan regresi linear berganda. Hasil menunjukkan keempat dimensi berpengaruh positif dan signifikan secara parsial maupun simultan (Sig. < 0,001) dengan koefisien determinasi sebesar 64,6%. Kualitas konten terbukti menjadi prediktor paling dominan (b = 0,647; Beta = 0,288), dan minat eksploratif menjadi dimensi minat berkunjung dengan capaian tertinggi (77,48%). Temuan ini menegaskan bahwa konten yang berkualitas secara visual dan informatif merupakan pemicu utama perhatian dan pencarian informasi lanjutan, sehingga pengelola museum perlu memprioritaskan mutu produksi konten dalam strategi komunikasi pemasaran digitalnya.

Downloads

Download data is not yet available.

References

[1] NapoleonCat, “Instagram Users in Indonesia – August 2026 (Free Data).” Accessed: Sep. 09, 2026. [Online]. Available: https://stats.napoleoncat.com/instagram-users-in-indonesia/

[2] Statista Research Departement, “Distribution of Instagram users worldwide as of April 2026, by age group,” statista. Accessed: Aug. 25, 2026. [Online]. Available: https://www.statista.com/statistics/325587/instagram-global-age-group/

[3] P. Kotler and K. L. Keller, Marketing Management, 14th ed. Pearson, 2012. Accessed: Sep. 13, 2026. [Online]. Available: https://library.uniq.edu.iq/storage/books/file/kotler_keller_-_marketing_management_14th_edition/1666787488kotler_keller_-_marketing_management_14th_edition.pdf

[4] Joe. Pulizzi, Epic content marketing : how to tell a different story, break through the clutter, and win more customers by marketing less. McGraw-Hill Education, 2014.

[5] D. Chaffey and F. Ellis-Chadwick, Digital Marketing: Strategy, Implementation, and Practice, 8th ed. Perason, 2022. Accessed: Sep. 12, 2026. [Online]. Available: https://sinhvien.dinhtienminh.net/wp-content/uploads/2025/01/Dave-Chaffey-Fiona-Ellis-Chadwick-Digital-Marketing-2022-Pearson.pdf

[6] L. Dempsey, “Scientific, Industrial, and Cultural Heritage: A Shared Approach: a research framework for digital libraries, museums and archives,” Ariadne, no. 22, 1999, Accessed: Sep. 13, 2026. [Online]. Available: http://www.ariadne.ac.uk/issue22/dempsey/

[7] G. Halevi and R. O’Hanlon, “Creating content marketing for libraries,” Journal of the Medical Library Association, vol. 104, no. 4, pp. 342-345–342–345, Jan. 2016, doi: 10.5195/JMLA.2016.155.

[8] Biro Umum Sekretariat Daerah, “Jumlah Pengunjung Museum Gedung Sate Berdasarkan Bulan Kunjungan di Jawa Barat,” Bandung, 2026. Accessed: Feb. 20, 2026. [Online]. Available: https://opendata.jabarprov.go.id/id/dataset/jumlah-pengunjung-museum-gedung-sate-berdasarkan-bulan-kunjungan-di-jawa-barat

[9] K. Sugiyama and T. Andree, The Dentsu Way: Secrets of Cross Switch Marketing from the World’s Most Innovative Advertising Agency. New York: McGraw-Hill, 2011.

[10] S. Zhao, Y. Kong, Y. Yang, and J. Li, “The influencing mechanism of scenic spot online attention and tourists’ purchase behavior: An AISAS model based investigation,” Front. Psychol., vol. 15, 2024, doi: 10.3389/fpsyg.2024.1386350.

[11] M. S. Abdurrahim, M. Najib, and S. Djohar, “Development of AISAS model to see the effect of tourism destination in social media,” Jurnal Aplikasi Manajemen, vol. 17, no. 1, pp. 133–143, 2019, doi: 10.21776/ub.jam.2019.017.01.15.

[12] N. Purnaningsih and E. M. Fatimah, “AISAS model analysis of persuasive messages on instagram promoting Alamendah Tourism Village,” Review of Integrative Business and Economics Research, vol. 14, no. 2, pp. 69–83, 2025.

[13] R. Kadiasti and M. Mukaromah, “Pendekatan AISAS Dalam Post Instagram Carousel Sebagai Strategi Promosi Pada Museum Ranggawarsita,” Ultimart: Jurnal Komunikasi Visual, vol. 15, no. 1, pp. 79–89, Jun. 2022, doi: 10.31937/ULTIMART.V15I1.2586.

[14] C. D. Amalia and E. E. Lubis, “PENGARUH CONTENT MARKETING DI INSTAGRAM STORIES @LCHEESEFACTORY TERHADAP MINAT BELI KONSUMEN,” Jurnal Online Mahasiswa (JOM) Bidang Ilmu Sosial dan Ilmu Politik, vol. 7, no. 1, pp. 1–11, Jan. 2020, Accessed: Jul. 29, 2025. [Online]. Available: https://jom.unri.ac.id/index.php/JOMFSIP/article/view/26433

[15] R. F. Annisa and P. Hariyanti, “Pengaruh Terpaan Iklan di Instagram terhadap Minat Pengunjung Pariwisata di Dusun Semilir,” Jurnal Mahasiswa Komunikasi Cantrik, vol. 4, no. 1, 2024.

[16] I. Prisgunanto, “Social Media and Visit Decision to Tourist Destinations: Measuring the Impact of Instagram on Expatriates in Indonesia,” Jurnal Komunikasi: Malaysian Journal of Communication, vol. 36, no. 1, pp. 495–508, Mar. 2020, doi: 10.17576/JKMJC-2020-3601-29.

[17] F. Ananta Sujawotol, W. Hartanto, A. Irvan Fernanda, S. Aisyah Nur, and S. Mutiara Suhada, “THE INFLUENCE OF SOCIAL MEDIA INTERACTION ON VISITING DECISION IN INDONESIA (CASE STUDY: SURVEY TO ACTIVE FOLLOWERS OF FOLK INDONESIA INSTAGRAM ACCOUNT),” Jurnal Industri Pariwisata, vol. 7, no. 2, pp. 142–155, Jan. 2025, doi: 10.36441/PARIWISATA.V7I2.2156.

[18] A. Ferdinand, “Pengembangan minat beli merek ekstensi,” Badan Penerbit Universitas Diponegoro, pp. 243–266, 2002, Accessed: Sep. 17, 2026. [Online]. Available: https://scholar.google.com/scholar?cluster=2395159959515224700&hl=en&oi=scholarr

[19] Y. Liu, “Developing a Scale to Measure the Interactivity of Websites,” J. Advert. Res., 2003, doi: 10.2501/jar-43-2-207-216.

[20] S. J. McMillan and J. S. Hwang, “Measures of Perceived Interactivity: An Exploration of the Role of Direction of Communication, User Control, and Time in Shaping Perceptions of Interactivity,” J. Advert., 2002, doi: 10.1080/00913367.2002.10673674.

[21] A. A. Aziz and A. A. Aziz, “The Influence of Gender Differences on Instagram Usage Among Higher Institution Students,” INTERNATIONAL JOURNAL OF MODERN TRENDS IN SOCIAL SCIENCES (IJMTSS), vol. 3, no. 14, pp. 78–83, 2020, doi: 10.35631/IJMTSS.314007.

[22] G. C. Feng, Y. Zhang, and Z. Lin, “A Meta-Analysis of the Effects of Sociodemographic Factors on Social Media Adoption,” Int. J. Commun., vol. 13, pp. 30–30, Apr. 2019, Accessed: Aug. 26, 2026. [Online]. Available: https://ijoc.org/index.php/ijoc/article/view/10088

[23] D. J. Kuss and M. D. Griffiths, “Social Networking Sites and Addiction: Ten Lessons Learned,” Int. J. Environ. Res. Public Health, vol. 14, no. 3, p. 311, Mar. 2017, doi: 10.3390/IJERPH14030311.

[24] Y. Wang, M. Wang, Z. Zhu, and H. Ye, “Uncovering How Information Quality Shapes Diverse User Engagement on Content Community Platforms,” Journal of Theoretical and Applied Electronic Commerce Research, 2024, doi: 10.3390/jtaer19040128.

[25] B. Marder, A. Erz, R. Angell, and K. Plangger, “The Role of Photograph Aesthetics on Online Review Sites: Effects of Management- versus Traveler-Generated Photos on Tourists’ Decision Making,” J. Travel Res., 2021.

[26] D. Pinhal, A. Estima, and P. Duarte, “Exploring Visual Engagement in UNESCO Creative Cities: An Eye-Tracking Analysis of Social Media Images,” Tourism and Management Studies, 2025, doi: 10.18089/tms.20250206.

[27] A. Polymeri, C. Ruiz, and M. De la Cruz, “Smart tourism in action: how DMOs use visuals on social media to shape destination marketing,” Investigaciones Turisticas, 2025, doi: 10.14198/INTURI.28364.

[28] S. Blanco-Moreno, A. M. González-Fernández, and P. A. Muñoz-Gallego, “Decoding destination image: insights from Instagram content by residents, tourists, and influencers,” Consumer Behavior in Tourism and Hospitality, 2026, doi: 10.1108/CBTH-05-2024-0186.

[29] M. A. Kiagung, A. Achmad, and B. Kusumasakti, “Pengaruh Konten Visual Produk MALACCA. JKT Terhadap Minat Beli Komunitas Workshop Skate,” Hybrid Advertising Journal: Publication for Advertising Studies, vol. 4, no. 1, pp. 53–61, 2025.

[30] X. Dong, H. Liu, N. Xi, J. Liao, and Z. Yang, “Short video marketing: what, when and how short-branded videos facilitate consumer engagement,” Internet Research, 2024, doi: 10.1108/INTR-02-2022-0121.

[31] I. Suryani, I. Leliana, and Y. Setiyawan, “Instagram Reels as a Branding Medium,” Persepsi: Communication Journal, vol. 5, no. 2, pp. 123–131, Nov. 2022, doi: 10.30596/PERSEPSI.V5I2.11551.

[32] X. Han, F. Mingying, and Y. Peng, “The influence of social media marketing on the quality of hotel services and the behavioral intentions of tourists,” Acta Psychol. (Amst)., 2025, doi: 10.1016/j.actpsy.2025.104881.

[33] P. Li and Y. Sun, “Impact of internet celebrities’ short videos on audiences’ visit intentions: Is beauty power?,” Humanit. Soc. Sci. Commun., 2024, doi: 10.1057/s41599-024-02895-9.

[34] K. Chen and D. C. Yen, “Improving the quality of online presence through interactivity,” Information and Management, vol. 42, no. 1, pp. 217–226, 2004, doi: 10.1016/j.im.2004.01.002.

[35] M. Khasawneh, F. Omeish, A. Awad, R. Khataan, R. Shaheen, and S. Alnaimi, “An Examination of the Effectiveness of Instagram Stories in Driving Consumer Engagement with Brand Content: A Quantitative Study,” International Journal of Interactive Mobile Technologies, 2026, doi: 10.3991/ijim.v20i08.61077.

[36] X. Zhang and J. Choi, “The Importance of Social Influencer-Generated Contents for User Cognition and Emotional Attachment: An Information Relevance Perspective,” Sustainability (Switzerland), 2022, doi: 10.3390/su14116676.

[37] D. F. Cordeiro, M. Vállez, C. I. Font-Julian, and J. Guallar, “Instagram Engagement and Content Strategies of US and UK Legacy Media: A Quantitative Analysis of Five Leading News Outlets,” Journalism and Media, 2025, doi: 10.3390/journalmedia6020089.

[38] I. Wibawa, N. Lestari, and F. Koerniawaty, “Social Media Content Calendar as a Tourism Marketing Strategy Design in Taro Tourism Village,” (jurnal nasional / prosiding PKM), 2025.

[39] M. Martaleni, E. Hadiyati, Y. I. Pertiwi, and N. N. Kerti Yasa, “Role of Tourist Motivation as Mediating Variable on Visitor Decisions at Indonesian Tourism Village,” Innovative Marketing, vol. 17, no. 3, pp. 88–98, Aug. 2021, doi: 10.21511/IM.17(3).2021.07.

[40] I. Ajzen, “The theory of planned behavior,” Organ. Behav. Hum. Decis. Process., vol. 50, no. 2, pp. 179–211, 1991.

[41] H. A. M. Voorveld, G. van Noort, D. G. Muntinga, and F. Bronner, “Engagement with Social Media and Social Media Advertising: The Differentiating Role of Platform Type,” J. Advert., vol. 47, no. 1, pp. 38–54, Jan. 2018, doi: 10.1080/00913367.2017.1405754.