The Influence of Using Instagram on Millennial Generation's Interest in Visiting Jatiluwih-Tabanan Ecotourism

Jennifer Yose Sagala; Made Artajaya; Putu Surya Laksana Rahjasa

doi:10.55927/wakatobi.v2i2.10943

Authors

Jennifer Yose Sagala Politeknik Pariwisata Bali
Made Artajaya Politeknik Pariwisata Bali
Putu Surya Laksana Rahjasa Politeknik Pariwisata Bali

DOI:

https://doi.org/10.55927/wakatobi.v2i2.10943

Keywords:

Instagram, Visiting Interest, Millennial Generation, Ecotourism

Abstract

Currently, every generation is an Instagram user, so Instagram has become the most influential advertising media. Jatiluwih Ecotourism uses Instagram social media for advertising. The purpose of this study was to determine the effect of Instagram in increasing the interest of the millennial generation to visit Jatiluwih-Tabanan ecotourism. This study uses a quantitative descriptive method by collecting data through distributing questionnaires to the millennial generation who use Instagram. The total number of respondents collected was 170 samples taken using the nonprobability sampling-purposive sampling technique. The questionnaire data was analyzed using the PLS-SEM (Partial Least Square Structural Equation Model) technique with the help of SmartPLS 4 software. Based on the results of the analysis, it was found that the use of Instagram had a positive and significant effect on the interest of the millennial generation to visit Jatiluwih ecotourism.

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