PENGARUH INTENSITAS KONSUMSI PEMBERITAAN COVID-19, INTENSITAS KONSUMSI IKLAN PERHOTELAN DI MEDIA SOSIAL DAN INTENSITAS KOMUNIKASI MELALUI MEDIA SOSIAL TERHADAP TINGKAT MINAT BERLIBUR MASYARAKAT SURAKARTA DI KOTA YOGYAKARTA

Abstract

This study aims to find out how the influence of the intensity of consumption of Covid-19 news, the intensity of consumption of hospitality advertisements on social media, and the intensity of communication through social media on the interest of surakarta people's vacation in Yogyakarta. Yogyakarta tourist visits on average in 2019, recorded at 4,378,600 people. However, there has been a decrease to 1,384,781 in 2020 after the Covid-19 pandemic. Many factors can influence the decline, where in this study the author focused on how news, advertising on social media, and public communication activities on social media can affect the interest of the audience itself. Therefore, the purpose of this study is to explain the impact of the intensity of consumption of Covid-19 giving, the intensity of consumption of hospitality advertisements on social media, and the intensity of communication through social media on the interests of surakarta people in Yogyakarta. The sample from this study is the surakarta community that has been determined by purposive sampling techniques. Data from the study was processed using the help of SPSS software with a simple and multiple linear regression testing method. This research itself is based on the theory of uses and gratification from Elihu Katz and the theory of supporting the new media theory of Pierre Levy. As for the results of the study, it was found that the intensity of consumption of Covid-19 news had an influence of 19.7% on the interest in surakarta people's vacation in Yogyakarta. Furthermore, the intensity of hospitality advertising consumption on social media has a fairly dominant influence, which is 32% on the interest of surakarta people's vacation in Yogyakarta. The intensity of communication through social media has no effect on the holidays of surakarta people in Yogyakarta. Meanwhile, the intensity of consumption of Covid-19 news, the intensity of hospitality advertising consumption on social media, and the intensity of communication through social media together have an influence of 40.9% on surakarta people's vacation in Yogyakarta. Based on this, it is high hope that the community, hoteliers, and media people can show constructive attitudes to be able to make things better and attach importance to common interests during the Covid- 19 pandemic.