PENGARUH MEDIA SOSIAL TERHADAP KEPUTUSAN BERKUNJUNG KE HUTAN KOTA GELORA BUNG KARNO

NARDIIN JAUMIL, . (2025) PENGARUH MEDIA SOSIAL TERHADAP KEPUTUSAN BERKUNJUNG KE HUTAN KOTA GELORA BUNG KARNO. Sarjana thesis, UNIVERSITAS NEGERI JAKARTA.

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Abstract

ABSTRAK Perkembangan teknologi digital telah mengubah strategi promosi pariwisata, termasuk dalam memperkenalkan ruang terbuka hijau di kawasan perkotaan. Penelitian ini bertujuan untuk mengetahui pengaruh media sosial terhadap keputusan berkunjung ke Hutan Kota Gelora Bung Karno, Jakarta yang masih belum dioptimalkan melalui konten digital resmi meskipun memiliki potensi sebagai ruang rekreasi dan edukasi lingkungan. Menggunakan pendekatan kuantitatif dengan metode kuesioner terhadap 100 responden melalui teknik purposive sampling, data dianalisis menggunakan regresi linear sederhana dengan SPSS versi 30. Hasil penelitian menunjukkan adanya pengaruh positif dan signifikan antara media sosial dan keputusan berkunjung, dengan nilai koefisien determinasi (R2) sebesar 0,509, yang berarti media sosial menjelaskan 50,9% variasi keputusan berkunjung. Temuan ini menegaskan pentingnya strategi digital yang efektif untuk meningkatkan daya tarik ruang terbuka hijau di tengah kota. Kata kunci: pariwisata, pemasaran digital, keputusan berkunjung, Hutan Kota Gelora Bung Karno.***** ********* ABSTRACT The development of digital technology has changed tourism promotion strategies, including in introducing green open spaces in urban areas. This study aims to determine the influence of social media on the decision to visit the Gelora Bung Karno Urban Forest, Jakarta, which is still not optimized through official digital content despite its potential as a recreational and environmental education space. Using a quantitative approach with a questionnaire method to 100 respondents through purposive sampling technique, the data was analyzed using simple linear regression with SPSS version 30. The results showed a positive and significant influence between social media and visiting decisions, with a coefficient of determination (R2) value of 0.509, which means that social media explains 50.9% of the variation in visiting decisions. This finding confirms the importance of an effective digital strategy to increase the attractiveness of green open spaces in the city center. Keywords: tourism, digital marketing, visiting decision, Gelora Bung Karno Urban Fores

Item Type:	Thesis (Sarjana)
Additional Information:	1). Rinie Octaviany Hasan, M.Si.,M.M.Par. ; 2). Silvia, S.Pd.,M.P.Par.
Subjects:	Ilmu Sosial > Pariwisata
Divisions:	FIS > D IV Usaha Perjalanan Wisata
Depositing User:	Users 29553 not found.
Date Deposited:	08 Aug 2025 02:35
Last Modified:	08 Aug 2025 02:35
URI:	http://repository.unj.ac.id/id/eprint/58980

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