Institusion
Universitas Sriwijaya
Author
SYAHRANI, AULIA
Indah, Dwi Rosa
Subject
T1-995 Technology (General)
Datestamp
2023-05-23 06:32:15
Abstract :
In today's rapidly growing internet era, humans are required to be able to
adapt to change, like how to communicate. Courageous communication can be done
through social media such as Instagram, Whatsapp, Facebook, etc. Instagram itself
is not only used by individuals but by agencies/companies as well. One agency that
uses Instagram social media is the Palembang City Tourism Office. Instagram is
used as a forum for communicating and sharing information about tourism
promotions in the city of Palembang. Currently the Palembang City Tourism
Office's Instagram account @charming.palembang is still not proven effective due
to the lack of two-way communication and responses from readers (likes,
comments, shares, etc.). Therefore, it is necessary to measure social media
acceptance using the UTAUT model with a sample of 126 people who are followers
of the Instagram account @charming.palembang. Then, the data is processed using
the SmartPLS application. Results showed that PE and SI had a significant
relationship with BI but EE did not. Meanwhile, BI has a significant relationship
with UB but FC did not. For the moderating variables, gender, age, and experience
alone do not moderate the relationship between the existing independent and
dependent variables.
Keywords : UTAUT, Social Media, Instagram, Tourism Office, E-Government