Pengaruh Information Involvement terhadap Impulsive Travel Behavior dengan Fear of Missing Out sebagai Mediator dan Destination Trust sebagai Moderator
DOI:
https://doi.org/10.26740/jim.v14n2.p439-452Kata Kunci:
destination trust, fear of missing out (FoMO), impulsive travel behaviour, information involvement, live streaming tourismAbstrak
Pemasaran pariwisata digital semakin mengandalkan platform live streaming untuk menyampaikan informasi destinasi secara mendalam. Namun, kajian komprehensif mengenai transformasi information involvement menjadi impulsive travel behavior melalui mekanisme psikologis masih terbatas. Penelitian ini menganalisis pengaruh information involvement terhadap impulsive travel behavior dengan Fear of Missing Out (FoMO) sebagai mediator dan destination trust sebagai moderator. Penelitian ini menggunakan pendekatan kuantitatif dengan desain explanatory. Peneliti mengumpulkan data dari 300 responden yang aktif menggunakan platform digital sebagai sumber informasi perjalanan. Peneliti menganalisis data menggunakan Structural Equation Modeling berbasis Partial Least Squares (SEM-PLS). Hasil analisis menunjukkan bahwa information involvement meningkatkan FoMO secara signifikan, dan FoMO mendorong impulsive travel behavior secara kuat. Information involvement juga berpengaruh langsung terhadap impulsive travel behavior. Analisis mediasi menegaskan bahwa FoMO memediasi secara parsial hubungan antara information involvement dan impulsive travel behavior. Destination trust terbukti berpengaruh langsung terhadap FoMO, tetapi tidak memoderasi hubungan antara information involvement dan FoMO. Temuan ini mengindikasikan bahwa FoMO lebih banyak dibentuk oleh proses emosional dan sosial dibandingkan oleh evaluasi kepercayaan yang bersifat kognitif. Penelitian ini memperkaya literatur pemasaran pariwisata dengan merekonseptualisasikan impulsive travel behavior sebagai proses keputusan perjalanan, menempatkan FoMO sebagai mekanisme emosional utama, serta menyempurnakan posisi teoretis destination trust dalam pariwisata digital. Secara praktis, temuan ini menegaskan pentingnya pengelolaan keterlibatan informasi dan keterikatan emosional dalam strategi pemasaran pariwisata berbasis live streaming.
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