This research aims to analyze the influence of destination image, social media,
location and service quality on interest in returning to the Owabong tourist
attraction in Purbalingga Regency. This type of research is quantitative. This
sample was taken using a purposive sampling method with the criteria that visitors
to the Owabong tourist attraction who were Owabong Instagram followers were at
least 17 years old. The data collection instrument uses a questionnaire. The
sample used was 100 Owabong visitors. The data analysis technique uses the
Statistical Package for the Social Sciences (SPSS). Data analysis uses the R2
Coefficient of Determination Test. Based on the results of the analysis, it shows
that destination image, social media, location and service quality simultaneously
have a significant influence on interest in returning to visit. Partially, destination
image, location and service quality have a positive effect on interest in returning
to visit, but social media has a negative effect on interest in returning to visit. The
results of the R2 determination test show that the influence of destination image,
social media, location and service quality on interest in returning to visit is 28.7%.