Peran Informasi Digital dalam Membentuk Niat Berkunjung Generasi Z pada Ekowisata Perkotaan: Perspektif Teori Perilaku Terencana

This study examines the effect of Digital Information Content on Visit Intention among Generation Z in Jakarta's ecotourism destinations, with Attitude Toward Behaviour and Subjective Norm as related mechanisms. A quantitative approach was applied to 325 Generation Z respondents from the Greater Jakarta area using PLS-SEM. The findings reveal that Digital Information Content significantly influences Attitude Toward Behaviour, Subjective Norm, and Visit Intention. Attitude Toward Behaviour significantly affects Visit Intention and mediates the relationship between Digital Information Content and Visit Intention. In contrast, Subjective Norm has no significant effect on Visit Intention and does not mediate the relationship. These findings indicate that Generation Z's visit intention is more strongly associated with personal evaluations of digital information than with social influence. The findings suggest that ecotourism managers should provide relevant, informative, and credible digital content to support visitors' decision-making.