WHAT DRIVES CONSUMERS IN USING DIGITAL APPS TO VISIT HALAL TOURISM IN EAST JAVA? OPTIMIZATION STRATEGY FROM UTAUT2 PERSPECTIVE

This study aims to identify the factors influencing consumer behavioral intentions in using digital applications visit halal tourist attractions UTAUT2 model approach. PLS-SEM was employed as quantitative research method's evaluation model. 300 respondents, ranging age from 17 65, were utilized sample. Using a Likert scale 1 5, generated earlier is used measure each variable. The study's findings revealed that five indicators—performance expectancy, effort social influence, pricing value, and habit—positively influenced consumers' inclinations use tourism locations. Based on IPMA test, performance expectancy variable has highest level of importance. results this can be by business actors government application strategy development support growth East Java.