Pengaruh Kemudahan, Kegunaan, Norma Subjektif, dan Kontrol Perilaku terhadap Niat Penggunaan Berkelanjutan Media Sosial Wisata: Peran Mediasi Sikap Penggunaan

Abstract

The development of digital tourism in Indonesia is highlighted by reports from early 2025, stating that active social media users have reached 143 million or 50.2% of the total population. This digital adoption underlines the shift in tourist behavior regarding social media utilization for sourcing destination information and planning trips. This study aims to analyze the role of attitude toward use as a mediating variable in the relationship between perceived ease of use, perceived usefulness, subjective norms, and perceived behavioral control on the continuance intention to use social media for travel planning. The framework integrates the Technology Acceptance Model (TAM) and the Theory of Planned Behavior (TPB). Utilizing a quantitative approach with an explanatory research design, data were gathered via questionnaires using a purposive sampling technique involving 150 respondents aged 17–50 who utilize social media platforms for travel references. Data analysis was conducted using PLS-SEM via SmartPLS 4. The empirical results demonstrate that perceived ease of use, perceived usefulness, subjective norms, perceived behavioral control, and attitude toward use have direct positive and significant effects on continued usage intentions. Furthermore, bootstrapping assessment reveals that attitude toward use significantly mediates all exogenous paths toward continuance intention. These findings emphasize that fostering a positive attitude toward use serves as a vital psychological mechanism that strengthens user retention and long-term commitment to utilizing social media as a travel planning tool.