ABSTRAK

VINY PUTRI AZZARA. NIM 2020110019. Analisis Konten Instagram Terhadap

Minat Pengunjung (Studi Kasus: Museum Seni Rupa dan Keramik). Dibawah

bimbingan Bapak Tanjung Prasetyo, SE, MP.

Penelitian ini bertujuan untuk mengetahui pengaruh konten lukisan dalam akun

Instagram Museum Seni Rupa dan Keramik di Jakarta terhadap minat pengunjung.

Meskipun konten keramik dan potery class mendapatkan lebih banyak perhatian,

konten lukisan memiliki insight yang rendah. Dengan menggunakan metode

kuantitatif, survei dilakukan kepada 100 pengikut akun Instagram museum. Hasil

analisis regresi linear sederhana menunjukkan bahwa konten Instagram secara

positif dan signifikan mempengaruhi minat pengunjung dengan nilai signifikansi

0,000<0,05 dan uji t menunjukkan hasil sebesar 9,723>1,984 yang artinya variabel

Konten Instagram berpengaruh terhadap Minat Pengunjung. Museum ini memiliki

dampak signifikan terutama pada kalangan muda, terutama perempuan di

Jabodetabek, dengan potensi menarik perhatian nasional. Meskipun foto mendapat

penilaian rendah, museum berhasil menarik perhatian pada konten lukisan.

Kata kunci: Instagram; Konten Lukisan; Minat Pengunjung; Museum Seni Rupa

dan Keramik.

ABSTRACT

VINY PUTRI AZZARA. NIM 2020110019. Instagram Content Analysis on Visitor

Interest (Case Study: Museum of Fine Arts and Ceramics). Under the guidance of

Mr. Tanjung Prasetyo, SE, MP.

This research aims to determine the influence of painting content on the Instagram

account of the Museum of Fine Arts and Ceramics in Jakarta on visitor interest.

Although ceramic and pottery class content receives more attention, painting

content has low insight. Using a quantitative method, a survey was conducted on

100 followers of the museum's Instagram account. The results of simple linear

regression analysis show that Instagram content positively and significantly

influences visitor interest with a significance value of 0.000 <0.05 and the t-test

shows a result of 9.723>1.984, meaning that the Instagram Content variable

influences Visitor Interest. This museum has a significant impact, especially on

young people, particularly women in the Greater Jakarta area, with the potential

to attract national attention. Although photos receive low ratings, the museum

successfully attracts attention to painting content.

Keywords: Instagram; Painting Content; Visitor Interest; Museum of Fine Arts and

Ceramics