Pengaruh Visualisasi dan Estetika Konten terhadap Tingkat Kepercayaan Muslim Generasi Z terhadap Destinasi Halal
Abstract
Abstract: This study aims to analyze the effect of content visualization and content aesthetics on the level of trust of Muslim Generation Z in halal tourist destinations. This study uses a quantitative approach with an explanatory associative research type. Data were collected through an online questionnaire distributed to 92 Muslim respondents aged 15–26 who were active on social media and had been exposed to halal tourism promotional content. The data analysis technique used was multiple linear regression with the help of SPSS. The results showed that both content visualization and content aesthetics had a significant effect on the level of trust, with content visualization being the variable that contributed most significantly. The coefficient of determination (R²) value of 0.650 indicates that the two independent variables are able to explain 65% of the variation in the level of trust. These findings emphasize the importance of visual strategies in building trust in halal destinations, especially among Muslim Generation Z in the digital era.
Abstrak: Penelitian ini bertujuan untuk menganalisis pengaruh visualisasi konten dan estetika konten terhadap tingkat kepercayaan Generasi Z Muslim terhadap destinasi wisata halal. Penelitian ini menggunakan pendekatan kuantitatif dengan jenis penelitian asosiatif yang bersifat eksplanatif. Data dikumpulkan melalui penyebaran kuesioner daring kepada 92 responden Muslim berusia 15–26 tahun yang aktif di media sosial dan pernah terpapar konten promosi wisata halal. Teknik analisis data yang digunakan adalah regresi linear berganda dengan bantuan SPSS. Hasil penelitian menunjukkan bahwa baik visualisasi konten maupun estetika konten berpengaruh signifikan terhadap tingkat kepercayaan, dengan visualisasi konten sebagai variabel yang memberikan kontribusi paling dominan. Nilai koefisien determinasi (R²) sebesar 0,650 menunjukkan bahwa kedua variabel bebas mampu menjelaskan 65% variasi dalam tingkat kepercayaan. Temuan ini menegaskan pentingnya strategi visual dalam membangun kepercayaan terhadap destinasi halal, khususnya di kalangan Generasi Z Muslim di era digital.
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DOI: https://doi.org/10.31764/jseit.v6i1.35543
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