The Influence of Instagram Social Media on Participant Interest in MICE Tourism (Case Study: Bina Nusantara University Students)

Abstract

This research is aiming to analyze the influence of Instagram social media on the participation’s interest in MICE (Meeting, Incentive, Conference, and Exhibition) events among Bina Nusantara University students. This research is inspired by the lack of interest to participate in MICE events among the students. This research uses a quantitative approach with simple linear regression analysis using SPSS (Statistical Program for Social Science) to reach its purposes. The analysis is based on a questionnaire to 396 students among various majors in Bina Nusantara University. The results of the simple linear regression test and hypothesis testing indicate that there is an influence of Instagram social media on to student’s participation interest in MICE events with the regression value of 0.96. Furthermore, the collaboration dimension from social media influence variable got the highest value with the total of 3.36. Meanwhile, in the participation interest on MICE event, the desire dimension got the highest value with the total of 3.29.