PENGARUH PROMOSI MEDIA SOSIAL TERHADAP PENDAPATAN NON-AERONAUTIKA DI BANDARA INTERNASIONAL MINANGKABAU PADANG

Media sosial berperan penting dalam promosi untuk mendukung
peningkatan pendapatan non-aeronautika, terutama di bidang food and beverage.
Penelitian ini bertujuan untuk mengetahui pengaruh promosi melalui media sosial
terhadap pendapatan non-aeronautika di Bandara Internasional Minangkabau
Padang, khususnya pada bidang food and beverage. Data diperoleh melalui metode
kuantitatif deskriptif dan instrumen berupa kuesioner yang disebarkan kepada 30
responden. Analisis data dilakukan dengan uji statistik (uji validitas, uji reliabilitas,
uji normalitas, uji-T, dan uji korelasi).
Hasil menunjukkan bahwa terdapat pengaruh yang positif dan signifikan,
dibuktikan dengan nilai t hitung sebesar 11,165 > t tabel 2,045 dan signifikansi
sebesar 0,000 < 0,05. Selain itu, uji korelasi Spearman menunjukkan hubungan
yang sangat kuat antara kedua variabel dengan nilai koefisien korelasi sebesar
0,904. Temuan ini memperkuat bahwa optimalisasi penggunaan media sosial dapat
berkontribusi secara nyata terhadap peningkatan pendapatan non-aeronautika di
bandara.
Hasil penelitian ini menyarankan perlunya strategi promosi digital yang
lebih terarah dan kolaboratif antara pengelola bandara dan tenant agar potensi
pendapatan non-aeronautika dapat dimaksimalkan.
Kata Kunci: promosi, media sosial, pendapatan non-aeronautika, food and
bavarage, bandara minangkabau
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Social media plays a crucial role in promotional efforts to support the
increase of non-aeronautical revenue, particularly in the food and beverage sector.
This study aims to examine the influence of social media promotion on nonaeronautical revenue at Minangkabau International Airport Padang, with a
specific focus on the food and beverage sector. Data were collected using a
descriptive quantitative method through questionnaires distributed to 30
respondents. Data analysis involved several statistical tests, including validity,
reliability, normality, t-test, and Spearman correlation tests.
The results indicate a positive and significant influence, as evidenced by a t
value of 11.165, which is greater than the t table value of 2.045, and a significance
level of 0.000 < 0.05. Additionally, the Spearman correlation test showed a very
strong relationship between the two variables, with a correlation coefficient of
0.904. These findings affirm that optimizing social media usage can significantly
contribute to increasing non-aeronautical revenue at the airport.
Result the study recommends a more targeted and collaborative digital
promotion strategy between airport management and tenants to maximize nonaeronautical revenue potential.
Keywords: promotion, social media, non-aeronautical revenue, food and
beverage, Minangkabau Airport