CONSUMER HABITS AND DIGITAL PAYMENT BEHAVIOR AMONG TOURISTS: EVIDENCE FROM AN EMERGING COASTAL TOURISM DESTINATION IN INDONESIA

Abstrak

This study aims to analyze the effect of financial literacy and consumer habits on digital payment behavior through behavioral intention as a mediating variable among tourists visiting Pantai Bira. This study used a quantitative approach with an explanatory design. Data were collected through questionnaires distributed to 96 respondents selected using purposive sampling techniques. The respondents consisted of tourists aged 17–50 years who had experience using digital payment systems. Data analysis was conducted using Structural Equation Modeling-Partial Least Square (SEM-PLS) with the assistance of SmartPLS. The findings reveal that consumer habits have a positive and significant effect on intention and digital payment behavior. Intention also significantly affects digital payment behavior and mediates the relationship between consumer habits and digital payment behavior. However, financial literacy does not significantly influence usage intention, but it has a positive and significant effect on digital payment behavior. This study contributes to the development of the Theory of Planned Behavior by demonstrating that consumer habits play a more dominant role than financial literacy in shaping digital payment behavior in tourism destinations. The findings suggest that practical experience and habitual technology use are important determinants of digital payment adoption among tourists.

Kata kunci

• Financial Literacy
• Tourism
• consumer habits
• digital payment behavior
• intention