PENGARUH IKLAN PADA AKUN INSTAGRAM @RAZEKTOURS TERHADAP MINAT UMROH

The development of social media, particularly Instagram, has become an effective marketing communication medium for service companies, including Umrah travel agencies. PT Razek Tour and Travel utilizes the Instagram account @razektours as a promotional medium to provide information and attract prospective pilgrims. This study aims to determine the influence of advertising on the Instagram account @razektours on Umrah interest. This research employed a quantitative approach using a causal associative method. The population consisted of 6,013 followers of the @razektours account, with a sample of 99 respondents determined using the Slovin formula. Data were collected through a Likert-scale questionnaire and analyzed using SPSS through validity, reliability, classical assumption, simple linear regression, t-test, and coefficient of determination tests. The results showed that Instagram advertising had a positive and significant influence on Umrah interest. The regression equation obtained was Y = 7.124 + 0.797X, with a t-value of 14.129 > t-table of 1.985 and a significance level of p < 0.001 < 0.05. The R Square value of 0.673 indicates that Instagram advertising contributed 67.3% to the variation in Umrah interest, while the remaining 32.7% was influenced by other factors outside the study.