The Role Of Price Sensitivity In Moderating The Effects Of Lifestyle And Social Environment On Traveling Decisions Among Generation Z In Jabodetabek

Travel decision refers to the individual decision-making process in determining whether a person will engage in tourism activities, as traveling is not only related to the fulfillment of recreational needs but also involves various internal and external factors that shape individual preferences and behaviors in choosing destinations, travel timing, and travel budgets, such as lifestyle considerations, social environmental influences, and price sensitivity. This study aims to analyze the effect of lifestyle and social environment on the travel decisions of Generation Z in the Greater Jakarta area, with price sensitivity acting as a moderating variable. The population of this study consists of Generation Z individuals residing in the Greater Jakarta area who have experience in traveling. This study employs a purposive sampling technique. The data used are primary data collected through questionnaires. The results of the study indicate that lifestyle and social environment have a positive and significant effect on travel decisions. Price sensitivity is also proven to strengthen the influence of lifestyle on travel decisions while weakening the influence of the social environment on travel decisions.