The Influence of Instagram Social Media Marketing and E-WOM on Beach Visit Decisions
DOI:
https://doi.org/10.61132/greeninflation.v3i1.653Keywords:
Decision, E-WOM, Instagram, Marketing, VisitAbstract
One of the key instruments for advertising travel destinations is the growth of social media, particularly Instagram. Nevertheless, a large number of Instagram followers does not automatically translate into a large number of visitor visits. Rio By The Beach Beach in Kalianda, South Lampung had the most visitors during the 2025 holiday season, despite having fewer Instagram followers than other beach attractions. This condition suggests that the effectiveness of electronic word-of-mouth (E-WOM) and social media marketing may have a significant impact on travelers' decisions to visit. Thus, the purpose of this study is to ascertain how tourists' decisions to visit Rio By The Beach in Kalianda, South Lampung, are influenced by Instagram social media marketing and electronic word-of-mouth. This study examines 170 visitors to Rio By The Beach using a quantitative methodology and selective sampling strategies. Questionnaires were sent as part of the data collection process, and SPSS software was utilized for multiple linear regression data analysis. The study's findings show that electronic word-of-mouth and Instagram social media marketing significantly and favorably influence travelers' decisions to visit. Electronic word-of-mouth has a greater impact than the other one. The study's conclusions suggest that tourism destination managers should concentrate their marketing efforts more on user interaction, high-quality information, and developing travel experiences that can promote the creation of positive electronic word-of-mouth (E-WOM) in order to boost travelers' decisions to come.
Downloads
References
Ariyanto, & Susanti. (2022). Faktor keputusan berkunjung wisatawan. Pariwisata, 10(1), 45–53.
Awad, A. (2025). Social media marketing for destinations. Tourism Marketing, 12(1), 24–35.
Blakeman, R. (2018). Integrated marketing communication. Rowman & Littlefield.
Dinas Pariwisata dan Ekonomi Kreatif Provinsi Lampung. (2023). Lampung tembus 10 juta wisatawan nusantara. Pemerintah Provinsi Lampung.
Febrilia. (2023). Pengaruh marketing Instagram dan electronic word of mouth terhadap keputusan berkunjung. Jurnal Mana-jemen, 15(2), 55–67.
Ghozali, I. (2018). Aplikasi analisis multivariate dengan program IBM SPSS. Universitas Diponegoro.
Goyette, I., Ricard, L., Bergeron, J., & Marticotte, F. (2010). e-WOM scale: Word-of-mouth measurement scale for e-services. Canadian Journal of Administrative Sciences, 27(1), 5–23. https://doi.org/10.1002/cjas.129
Hair, J. F., Babin, B. J., & Black, W. C. (2014). Multivariate data analysis (7th ed.). Cengage Learning.
Hamzah, & Septiani, H. (2025). Pengaruh electronic word of mouth terhadap keputusan berkunjung wisatawan. Jurnal Bisnis Digital, 3(1), 54–63. https://doi.org/10.24843/IPTA.2022.v10.i02.p03
Jamu, & Sari. (2022). Pengaruh electronic word of mouth terhadap keputusan berkunjung wisatawan. Bisnis Pariwisata, 7(2), 101–112.
Julita, & Felisa. (2021). Pengaruh electronic word of mouth terhadap kunjungan wisatawan. Pariwisata, 6(1), 45–56.
Kadang, H. A., Rahayu, S., & Prasetyo, B. (2023). Pengaruh social media marketing terhadap minat berkunjung wisatawan. Pariwisata Kreatif, 8(2), 115–126.
Kamal, M., Hidayat, R., & Sari, D. P. (2024). The influence of social media marketing on tourists’ visiting decisions. Tourism Studies, 12(1), 45–57.
Kotler, P., & Keller, K. L. (2016). Marketing management (15th ed.). Pearson Education.
Makhin. (2016). Instagram marketing: Strategi pemasaran digital. Jurnal Komunikasi Bisnis, 8(1), 43–47.
Massie, J. D. D., & Roring, F. (2022). Pengaruh digital marketing dan electronic word of mouth terhadap jumlah kunjungan wisatawan di Rumah Alam Manado. Jurnal Manajemen Unsrat, 10(2), 101–110.
Moore, K., Smallman, C., Wilson, J., & Simmons, D. (2012). Dynamic in-destination decision-making: An adjustment model. Tourism Management, 33(3), 635–645. https://doi.org/10.1016/j.tourman.2011.07.005
Robertson, J. (2018). Instagram power: Build your brand and reach more customers. McGraw-Hill Education.
Ryan, D. (2014). Understanding digital marketing: Marketing strategies for engaging the digital generation. Kogan Page.
Sernovitz, A. (2012). Word of mouth marketing: How smart companies get people talking. Kaplan Publishing.
Solis, B. (2010). Engage!: The complete guide for brands and businesses to build, cultivate, and measure success in the new web. Wiley.
Sugiyono. (2018). Metode penelitian kuantitatif, kualitatif, dan R&D. Alfabeta.
Tribun Lampung. (2025, April 10). 104 ribu wisatawan kunjungi objek wisata di Lampung Selatan. Tribun Lampung.
We Are Social. (2024). Most used social media platforms. We Are Social.
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2026 Green Inflation: International Journal of Management and Strategic Business Leadership
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
