Analisis Kredibilitas Konten Instagram Terhadap Kepercayaan Calon Jamaah Milenial dalam Perumusan Strategi Konten (Studi Kasus PT An-Nahl Umrah dan Haji)

Increasing number of Umrah and Hajj pilgrims, where the tight competition among travel agencies in the digital era, and the rise of travel agency fraud cases through social media have created a crisis in the level of trust of prospective pilgrims, especially millennials as active Instagram users. This study aims to analyze the influence of the credibility of Instagram content on the trust of prospective millennial pilgrims in order to provide content strategy recommendations for PT An-Nahl Umrah and Hajj. This study uses a quantitative approach with a survey method. The sampling technique in this study use purposive sampling with 75 respondents. Data were collected through a Likert scale questionnaire and analyzed using validity, reliability, classical assumptions and multiple linear regression through the SPSS 26 program. The analysis shows that simultaneously, the three indicators have significant influence on trust, with an F value of 34.193, and partially only the trustworthiness indicator has a dominant influence on trust of β = 0.598, while expertise and attractiveness partially do not have a significant influence on trust. From the results of this study it can be concluded that transparency, honesty and accuracy of information such as testimonial content are the main factors in building trust among prospective millennial pilgrims.