Pengaruh Media Sosial dan Minat Wisata Bawah Laut Terhadap Peningkatan Kinjungan Wisatawan di Kabupaten Raja Empat

Ibnu Rusyid, Pahmi Pahmi, Vebby Anwar, Amiruddin Amiruddin

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Penelitian ini bertujuan untuk menganalisis pengaruh media sosial dan minat wisata bawah laut terhadap peningkatan kunjungan wisatawan di Kabupaten Raja Ampat. Raja Ampat merupakan destinasi wisata bahari kelas dunia dengan potensi besar, namun realisasi kunjungan wisatawan belum sepenuhnya mencerminkan kapasitas dan daya tarik yang dimiliki. Dalam era digital, media sosial berperan sebagai sarana promosi berbasis visual yang mampu membentuk persepsi wisatawan, sementara minat wisata menjadi faktor internal yang mendorong keputusan berkunjung. Penelitian ini menggunakan pendekatan kuantitatif dengan desain verifikatif. Data dikumpulkan melalui kuesioner terhadap 157 responden yang pernah berkunjung ke Raja Ampat. Analisis data dilakukan menggunakan regresi linier berganda untuk menguji pengaruh parsial dan simultan antarvariabel. Hasil penelitian menunjukkan bahwa media sosial berpengaruh positif dan signifikan terhadap peningkatan kunjungan wisatawan dengan koefisien sebesar 0,438 (p < 0,05). Minat wisata bawah laut juga berpengaruh positif dan signifikan dengan koefisien sebesar 0,617 (p < 0,05). Secara simultan, kedua variabel memiliki pengaruh signifikan dengan nilai Adjusted R Square sebesar 0,803. Temuan ini menunjukkan bahwa media sosial berfungsi sebagai pembentuk persepsi destinasi, sedangkan minat wisata merupakan faktor utama yang mendorong realisasi kunjungan.

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DOI: https://doi.org/10.37531/mirai.v11i1.11906

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