Sinaga, Sibarani, Haryandari, Buana– The influence of Instagram Social Media on the Motivation of

Traveling in Lembang, West Bandung Regency

The Influence of Instagram Social Media on the Motivation

of Traveling in Lembang, West Bandung Regency

Sinaga, Endang Komesty1 Sibarani, Jessica Anzamar2, Haryandari Valencienne3

Buana, Vienti Angelita4

1NHI Bandung Institute of Tourism

Email: enk@stp-bandung.ac.id
2Travel Industry Study Program, NHI Bandung Institute of Tourism
Email: anzamarjesica@gmail.com
3 TravelIndustry Study Program, NHI Bandung Institute of Tourism
Email: valencienne.haryandari@gmail.com
34Travel Industry Study Program, NHI Bandung Institute of Tourism

Email: vientiangelita@gmail.com

ABSTRACT
This study aims to determine the effect of instagram social media variables on the
motivation to travel to Lembang, West Bandung Regency. The type of research used is
quantitative. The population in this study were tourists or visitors who will visit West Bandung
Regency, specifically 10 tourist tourists in Lembang, namely Tangkuban Parahu, Lembang
Orchid Forest, Floating Market, Farm House, Maribaya Cottage, Maribaya, Dago
Dreampark, Lereng Anteng , Grafika Cikole, and Dusun Bambu with inappropriate amounts.
The sampling technique used in this study used non-probability sampling techniques, namely
purposive sampling with a total sample of 100 respondents. Retrieving data using a
questionnaire. The data analysis method used is multiple linear regression analysis. The results
showed that (1) Instagram Social Media consisting of cameras, captions, hashtags, and geotags
or locations had a significant influence on the motivation of tourists visiting Lembang, West
Bandung Regency (2) Cameras that select photos or videos uploaded Relating to tourism in
Lembang has nothing to do with tourist trips for tourists to Lembang, West Bandung Regency
(3) Information about uploading photos or videos on Instagram with the hashtag #lembang,
#lembangbandung, and #explorelembang having each individual on explorers travel tourists
to Lembang, West Bandung Regency (4) Hashtags used in photo or video uploads namely
#lembang, #lembangbandung, and #explorelembang have no connection with tour guides
visiting Lembang, West Bandung Regency (5) Geotags or locations used on uploading photos
or videos with the hashtag #lembang, #lembangbandung, and #explorel embang has an
influence on individuals towards the motivation of tourists visiting Lembang, West Bandung
Regency.

Keyword: Social media, Instagram, travel motivation

Copyright © 2019, Program Studi Industri Perjalanan| 1

 Sinaga, Sibarani, Haryandari, Buana– The influence of Instagram Social Media on the Motivation of
INTRODUCTION
The Indonesian Ministry of Tourism has
three excellent programs namely Nomadic
Tourism, Homestay, and one of them is
Digital Tourism which has been launched
since 2017 to achieve its goal of bringing in
20 million foreign tourists in 2019. Digital
Tourism is a government effort to adjust the
market conditions that have begun change. In
CEO Message # 41 by Arief Yahya as
Minister of Tourism of Indonesia said that
Digital Destinations (Digital Tourism) is a
creative tourism product and packaged in the
present. According to him, the desire of the
millennial generation or individuals who like
to 'share' on social media is a good
opportunity to increase the tourism potential
of this digital world.
One of the provinces in Indonesia that
have launched digital tourism, namely West
Java. Tourism in West Java is no less
interesting than tourism in other regions,
which can be seen from the many attractive
tourist attractions with interesting photo
spots. Besides, there are also applications for
Gurilaps tourism services and the
wonderfulwestjava.com official website that
provides various information about tourism
in West Java.
From several things mentioned above, it
can be seen that several regions in West Java
have collaborated with the Ministry of
Tourism in developing one of their flagship
programs, Digital Tourism. One of the tools
of this flagship program is social media.
Social media is a participatory media that
publishes news, photos, videos and podcasts
that are announced through social media sites
(Puntoadi dalam Giantika, 2018).
One of the popular social media at this
time is Instagram. Where according to a
survey by research institutions We Are
Social and Hootsuite, at the beginning of
2019 that 150 million internet users in
Indonesia 80% of them were Instagram users.
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Traveling in Lembang, West Bandung Regency
Besides, in March 2019, according to the
market research survey institute, IPSOS,
stated that Indonesia is the country with the
highest number of Instagram users in the
Asia Pacific, where 90% of users use
Instagram as a platform for communication-
related to business. Therefore, Instagram is
an appropriate platform as a tool to promote
Indonesian tourism, especially in West Java,
especially in Lembang, West Bandung
Regency.
Lembang is one of the destinations for
tourists because, in addition to being close to
the city of Bandung, Lembang has many
beautiful and interesting tourist attractions,
because this is what can attract or motivate
tourists to visit or travel to Lembang, West
Bandung Regency.
Motivation is an impulse that arises from
within a person who can make the person do
something unwittingly to influence a person's
behavior to be moved to do something to
achieve a goal (Sudirman, 2011). Travel
motivation is influenced by internal factors
and external factors (Pitana and Gayatri,
2005). This internal factor comes from
within a person that is based on physiological
needs, the need for security, social needs, the
need for status, and self-actualization needs
(Maslow in Minderop, 2011). Then from
external factors itself is influenced by factors
including natural and historic attractions,
food, people, recreation facilities, and
marketed image of the destination (Uysal and
Hagan, in Zeng, 2015). These two factors can
show researchers and tourist attractions that
how much Instagram social media can
influence one's motivation in traveling to
Lembang, West Bandung Regency.
In this study, the researcher limited the
objects to be studied by using three hashtags
namely, #lembang, #lembangbandung, and
#explorelembang. This is because the three
hashtags are the top 3 hashtags that are most
used by Instagram users when they upload
photos or videos to Instagram and list all
 Sinaga, Sibarani, Haryandari, Buana– The influence of Instagram Social Media on the Motivation of
three hashtags. This was proven on
Instagram social media at the beginning of
March 2019, that uploading photos or videos
included #lembang hashtag as many as
1,010,228 uploads, #lembangbandung with
173,589 uploads and #explorelembang
totaling 90,859 uploads about the beauty and
attractiveness of tourist attractions in
Lembang. Based on previous studies stated
that the number of photos or videos uploaded
on social media, especially on Instagram can
have a variety of impacts, one of which can
make people who see these uploads
motivated to visit destinations seen on
Instagram (Saputra A. E., 2017). Then, in
another study stated that the use of social
media Instagram as social media marketing
affects the interest in visiting tourism
(Wicaksono, 2017). Furthermore, one of the
articles in international journals which
became the guideline in the previous research
entitled "The Influence of Social Media Use
and Travel Motivation on the Intention to
Taiwan Travel Destination of the Thai
People" which states that the use of social
media influences one's travel interests
directly and indirectly through the
destination image. Conversely, travel
motivation directly affects the intention of
one's journey (Chun & Suwannee, 2018). But
the difference from the three studies
mentioned above with the research that the
researchers did, in this study the researchers
examined three hashtags namely #lembang,
#lembangbandung, and #explorelembang
whose uploaders range from an ordinary user
to the attraction manager, etc. expected to get
a wider data source than only based on one
Instagram account. Besides, the previous
third study analyzed Facebook social media
where social media is the most widely used
by Thai people. Meanwhile, in this study, the
research team used Instagram social media
which is the most widely used by Indonesian
people.
Based on the things described above
along with previous research that has been
done, the researchers are interested in
researching with the title "The Influence of
Instagram Social Media on the Motivation of
Copyright © 2019, Program Studi Industri Perjalanan| 3
Traveling in Lembang, West Bandung Regency
Traveling in Lembang, West Bandung
Regency".
The hypothesis in this study are:
Ha: Instagram social media variables
consist of cameras, captions,
hashtags, and geotagging or locations
that have a simultaneous influence on
the motivation of tourists visiting
Lembang, West Bandung Regency.
H0: Instagram social media variables
consisting of cameras, cameras,
captions, hashtags, and geotags or
locations have no simultaneous effect
on the motivation of tourists visiting
Lembang, West Bandung Regency.
RESEARCH METHODS
This study uses a quantitative
descriptive method with a Likert
measurement scale. Quantitative research
methods are based on the philosophy of
positivism, used to examine certain
populations or samples, sampling techniques
are generally carried out randomly, data
collection uses research instruments,
quantitative or statistical data analysis with
the aim of testing the predetermined
hypothesis (Sugiyono, 2017) The purpose of
using quantitative methods is to make it
easier to analyze data and to test hypotheses
in the form of tables and graphs. Whereas
descriptive research is research conducted to
find out the value of independent variables,
either one variable or more (independent)
without making comparisons, or connecting
with other variables (Sugiyono, 2012). In this
study descriptive method is used to describe
and provide an overview of the data of
respondents/visitors who come to Lembang
and use Instagram.
In this study there are two data collection
techniques that researchers use, namely:
a) Library Studies (Library Research)
In this study, researchers used literature
as well as other literature sources related
 Sinaga, Sibarani, Haryandari, Buana– The influence of Instagram Social Media on the Motivation of
to Instagram social media and tourist
motivation originating from books,
collections of journals, both online and
not.
b) Questionnaire Distribution
(Questionnaire)
The questionnaires distributed were
closed questions and statements given to
respondents both directly shared in three
tourist attractions of Lembang, namely
Floating Market, Orchid Forest, and
Punclut Tourism Area, or through
Google Form, which then spread the link
through social media researchers.
The population used in this study are
tourists or visitors who will or who are
visiting West Bandung Regency, specifically
at 10 tourist attractions in Lembang, namely
Tangkuban Parahu, Orchid Forest Lembang,
Floating Market, Farmhouse, The Maribaya
Lodge, Maribaya, Dago Dreampark, Lereng
Anteng, Grafika Cikole, and Dusun Bambu.
The sample used in this study is tourists who
will and are visiting one or several of the 10
attractions mentioned above, which use
Instagram social media. Based on the
sampling technique used is non-probability
sampling with a sampling technique using
purposive sampling, in getting results as
many as 300 respondents.
The data analysis technique used in this
study is descriptive statistics, classic
assumption tests consisting of normality test
and linearity test and multiple linear
regression. Descriptive statistical analysis
was carried out to describe the collected data
into easy and clearer information to
understand. The classic assumption test
which consists of a normality test and
linearity test is used as statistical
requirements that must be met to carry out
linear regression analysis. Multiple linear
regression analysis is used to measure the
intensity of the relationship between two or
more variables and predict the approximate
value of X (Instagram) against Y (tourist
motivation).
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Traveling in Lembang, West Bandung Regency
RESULT AND DISCUSSION
This research uses Instagram multiple
linear regression analysis methods (X)
consisting of Camera dimensions (X1),
Caption (X2), Hashtags (X3), and Geotags or
Locations (X4) on the dependent variable
namely Travel Motivation (Y) in Lembang,
West Bandung Regency. The results of
multiple linear regression calculations are
explained as follows:
a. The camera variable (X1) has an
influence on the Travel Motivation
variable (Y), due to the quality and
interesting photos or videos, will get
attention so that it will attract the
interest of tourists to visit these
tourist attractions.
b. The Caption variable (X2) has a
direct relationship with travel
motivation (Y) which means that if
the caption increases (clear and
informative) it will be followed by an
increase in tourist motivation.
c. In this research, hashtag (X3) affects
the motivation of traveling (Y)
because most tourists are looking for
photos or videos that want to be
searched through hashtags that are
related to the name or tourist
attractions.
d. Geotagged variable (X4) influences
tour motivation (Y). Geotagging
features can make it easier for tourists
to know where the location of
shooting or video that other tourists
upload on Instagram. In addition,
with the geotag feature tourists can
directly open the location in the map
application on their communication
device. Even on certain
communication devices, users can
order online transportation directly
just by opening the geotagging
feature..
 Sinaga, Sibarani, Haryandari, Buana– The influence of Instagram Social Media on the Motivation of
Table 1
Result of Statistical Test (Simultan Test)
Source: Processed data of researchers (2019)
In testing the hypothesis whether the
independent variables jointly influence the
dependent variable or not, the researcher uses
a significant limit of 0.05. In the table above
shows the results of the F statistical test,
obtained the calculated F value of 55.377
with a significant value of 0.000, which
means the significance value is less than
0.05. This shows that there is a significant
influence between Instagram social media
variables (X) on travel motivation (Y).
CONCLUSION
Based on the results of research that has
been conducted on the influence of Instagram
social media which consists of four
indicators, namely camera, caption, hashtag,
and geotag or location to the motivation of
traveling in Lembang, West Bandung
Regency, it can be concluded that:
1. Instagram Social Media which consists
of cameras, captions, hashtags, and
geotags or locations is stated to be able to
make tourists interested in visiting
Lembang, West Bandung Regency.
2. The motivation of travel that most
influences tourists to do tourism
activities in Lembang, West Bandung
Regency is the motivation to travel with
external factors, namely motivation to be
interested in traveling to Lembang to see
the beauty of nature and its history. In the
second place are tourists who already
have a good perception of the destination
to be visited. Meanwhile, the factors that
most did not affect tourists to travel were
internal motivational factors, namely
tourists interested in traveling to
Lembang to explore tourist attractions
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Traveling in Lembang, West Bandung Regency
there to find identity and also the external
factors of tourist motivation, namely
tourists interested in traveling to
Lembang to visit friends or family.
3. Social media Instagram variables
consisting of the dimensions of the
camera, caption, hashtag, and geotag or
location have a significant effect on the
motivation of tourists who will visit
Lembang, West Bandung Regency.
.
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