Penentuan Destinasi Wisata melalui Penggunaan Fitur Tag Lokasi pada Konten TikTok dengan Pendekatan UTAUT2

Cynthia Widya Lestari; Arista Pratama; Asif Faroqi

doi:10.70340/jirsi.v5i3.376

Authors

Cynthia Widya Lestari Universitas Pembangunan Nasional “Veteran” Jawa Timur
Arista Pratama Universitas Pembangunan Nasional “Veteran” Jawa Timur
Asif Faroqi Universitas Pembangunan Nasional “Veteran” Jawa Timur

DOI:

https://doi.org/10.70340/jirsi.v5i3.376

Keywords:

TikTok, Location Tag, Generation Z, Millennials, UTAUT2

Abstract

The development of TikTok as a social media platform has changed the way users search for tourism destination information and has begun to replace traditional search engines. One of the most frequently used features is the location tag in TikTok content, which enables fast and integrated access to information, although concerns regarding accuracy and trustworthiness still exist. This study aims to analyze the factors influencing the use of the location tag feature among Generation Z and Millennials using an extended UTAUT2 model with perceived trust. Data from 425 respondents were analyzed using PLS-SEM with SmartPLS 4. The results show that performance expectancy, effort expectancy, social influence, habit, and perceived trust significantly influence behavioral intention, while facilitating conditions and hedonic motivation do not significantly influence behavioral intention or actual behavior. In addition, behavioral intention and habit significantly influence actual behavior. These findings indicate that usage is driven by perceived usefulness, ease of use, habit, and trust, highlighting the importance of improving information quality.

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