Pengaruh Stimulus Digital terhadap Keyakinan Keputusan Berkunjung: Peran Perilaku Verifikasi Informasi dalam Model Digital Behavior Verification Loop (DBVL)

Abstrak

Digital transformation has significantly changed the way tourists obtain information and make travel decisions. Various digital platforms, such as social media, video-sharing platforms, and user-generated content, have become primary sources of information that influence tourists’ perceptions and confidence before visiting a destination. However, research on the development of tourists’ decision confidence in the digital environment remains limited, particularly studies that consider the role of information verification behavior. This study aims to examine the effect of Digital Stimulus on Decision Confidence, investigate the direct effect of Information Verification Behavior on Decision Confidence, and test the moderating role of Information Verification Behavior among visitors to Taman Ria Suropati, Pasuruan. A quantitative approach with an explanatory research design was employed. Data were collected through a questionnaire survey of 180 respondents selected using purposive sampling and analyzed using SEM-PLS. The results indicate that Digital Stimulus has a positive and significant effect on Decision Confidence (β = 0.377; p < 0.001). Information Verification Behavior also has a positive and significant direct effect on Decision Confidence (β = 0.333; p < 0.001), but it was not found to moderate the relationship between Digital Stimulus and Decision Confidence (β = -0.087; p = 0.222). These findings suggest that the quality of digital information plays a crucial role in strengthening tourists’ confidence in their travel decisions, while information verification behavior functions more as a direct determinant than as a moderating variable. This study contributes to the literature on digital consumer behavior and tourism marketing management by positioning decision confidence as an important outcome in digital marketing conversion, while also offering practical insights for destination managers in designing digital communication strategies that are more credible, informative, and easier to verify.