Lestari, Cynthia Widya (2026) Analisis Perilaku Penggunaan Fitur Tag Lokasi Pada Konten Tiktok Untuk Pemilihan Destinasi Wisata Generasi Z Dan Milenial Berdasarkan Model UTAUT2. Undergraduate thesis, UPN Veteran Jawa Timur.
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Abstract
The development of social media, particularly TikTok, has changed user behavior in searching for tourism destination information, where social media has begun to replace the role of traditional search engines. The location tag feature in TikTok content enables users to obtain information quickly and in an integrated manner, however, issues related to the accuracy and trustworthiness of the displayed information still remain. Therefore, this study analyzes the behavioral factors influencing the use of the location tag feature among Generation Z and Millennials, as well as the role of age as a moderating variable, using the UTAUT2 model with perceived trust, involving 425 respondents and analyzed using PLS-SEM through SmartPLS 4. Of the 20 proposed hypotheses, 7 hypotheses were accepted and 3 hypotheses were rejected. In addition, the results of the Multi Group Analysis (MGA) found that the age variable moderated three relationships. The findings indicate that performance expectancy, effort expectancy, social influence, habit, and perceived trust have significant effects on behavioral intention. On the other hand, facilitating conditions and hedonic motivation do not show significant effects on either behavioral intention or actual behavior. This study also found that behavioral intention and habit have significant effects on actual behavior. The Age variable plays a moderating role in the relationship between effort expectancy and behavioral intention, as well as between behavioral intention and habit toward actual behavior. These findings indicate that the use of the location tag feature in TikTok content is influenced by usefulness, ease of use, habit, and trust, therefore, improving information quality is necessary.
| Item Type: | Thesis (Undergraduate) | ||||||||||||
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| Subjects: | T Technology > T Technology (General) T Technology > T Technology (General) > T58.6-58.62 Management Information Systems |
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| Divisions: | Faculty of Computer Science > Departemen of Information Systems | ||||||||||||
| Depositing User: | Cynthia Widya Lestari | ||||||||||||
| Date Deposited: | 26 May 2026 03:20 | ||||||||||||
| Last Modified: | 26 May 2026 03:20 | ||||||||||||
| URI: | https://repository.upnjatim.ac.id/id/eprint/52574 |
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