Peran Visit Intention Dalam Memediasi Pengaruh Attitude Toward Behavior Dan Perceived Behavioral Control Terhadap Actual Visit Behavior (Studi Pada Pengunjung Pantai Midodaren Kabupaten Tulungagung)

The Mediating Role of Visit Intention in the Influence of Attitude Toward Behavior and Perceived Behavioral Control on Actual Visit Behavior (A Study on Visitors of Midodaren Beach, Tulungagung)

Pertumbuhan sektor pariwisata di Indonesia mendorong perlunya pemahaman terhadap faktor-faktor yang memengaruhi perilaku kunjungan wisatawan. Penelitian ini bertujuan untuk menganalisis pengaruh Attitude Toward Behavior dan Perceived Behavioral Control terhadap Actual Visit Behavior dengan Visit Intention sebagai variabel mediasi, pada pengunjung Pantai Midodaren di Kabupaten Tulungagung. Penelitian ini menggunakan pendekatan kuantitatif dengan teknik purposive sampling, melibatkan 220 responden yang telah melakukan kunjungan pertama kali ke Pantai Midodaren. Pengumpulan data dilakukan melalui kuesioner daring dan luring. Analisis data dilakukan dengan metode Partial Least Square-Structural Equation Modeling (PLS-SEM) untuk menguji hubungan langsung maupun tidak langsung antar variabel. Hasil penelitian menunjukkan bahwa Attitude Toward Behavior berpengaruh positif dan signifikan terhadap Visit Intention dan Actual Visit Behavior. Sementara itu, Perceived Behavioral Control tidak berpengaruh langsung terhadap perilaku aktual, namun berpengaruh signifikan terhadap Visit Intention. Selain itu, Visit Intention terbukti memediasi secara signifikan hubungan antara Attitude Toward Behavior dan Perceived Behavioral Control terhadap Actual Visit Behavior. Temuan ini mendukung Theory of Planned Behavior (Ajzen) serta memberikan implikasi penting bagi pengelola pariwisata dalam menyusun strategi peningkatan kunjungan wisata.

Kata Kunci: Attitude Toward Behavior, Perceived Behavioral Control, Visit Intention, Actual Visit Behavior, PLS-SEM, Pantai Midodaren

The growth of the tourism sector in Indonesia highlights the need to understand the factors influencing tourist visit behavior. This study aims to analyze the influence of Attitude Toward Behavior and Perceived Behavioral Control on Actual Visit Behavior, with Visit Intention as a mediating variable, among visitors of Midodaren Beach in Tulungagung Regency. A quantitative approach was employed using purposive sampling, involving 220 respondents who had made their first visit to Midodaren Beach. Data were collected through both online and offline questionnaires. The data were analyzed using Partial Least Square-Structural Equation Modeling (PLS-SEM) to examine both direct and indirect relationships between variables. The results show that Attitude Toward Behavior has a positive and significant effect on both Visit Intention and Actual Visit Behavior. Meanwhile, Perceived Behavioral Control does not directly influence actual behavior but significantly affects Visit Intention. Additionally, Visit Intention significantly mediates the relationship between both Attitude Toward Behavior and Perceived Behavioral Control with Actual Visit Behavior. These findings support the Theory of Planned Behavior (Ajzen) and provide important implications for tourism managers in formulating strategies to increase tourist visits.

Keywords: Attitude Toward Behavior, Perceived Behavioral Control, Visit Intention, Actual Visit Behavior, PLS-SEM, Midodaren Beach