Pengaruh Konten Tiktok @Dolan.Aja terhadap Minat Kunjungan Destinasi Wisata Alam di Kabupaten Magelang: Studi Kasus pada Mahasiswa di Yogyakarta

Ardhia Ayu Ningasti; Olla Agustia Leriani; Mega Ardina

doi:10.62383/dialogika.v2i3.1229

Authors

Ardhia Ayu Ningasti Universitas Aisyiyah Yogyakarta
Olla Agustia Leriani Universitas Aisyiyah Yogyakarta
Mega Ardina Universitas Aisyiyah Yogyakarta

DOI:

https://doi.org/10.62383/dialogika.v2i3.1229

Keywords:

AIDA Theory, Social Media, TikTok, Uses and Gratifications, Visiting Interest

Abstract

Social media has become one of the main channels for tourism promotion in Indonesia, and TikTok, with its short-video format, plays an increasingly important role in shaping travel decisions among young audiences. This study examines whether content from the TikTok account @dolan.aja influences visiting interest toward natural tourism destinations in Magelang Regency among university students in Yogyakarta, and describes how the account's Magelang-related content tends to become trending on TikTok. A quantitative explanatory survey design was used, involving 109 student respondents selected through purposive sampling and analyzed with simple linear regression using SPSS, complemented by non-participant observation and descriptive content analysis of the account's uploads. The results show that @dolan.aja content has a positive and significant effect on visiting interest (t = 14.940; sig. < 0.001; R Square = 0.676). Observation further indicates that consistent uploads, strong visual hooks, experience-based storytelling, informative captions, and two-way audience interaction support the content's high reach and engagement. These findings imply that authentic, informative, and interactive TikTok content can be strategically used to promote natural tourism destinations and strengthen local digital tourism marketing.

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