<![CDATA[The rapid development of digital technology has transformed the way Indonesian pilgrims plan their religious journeys, leading to the emergence of independent Umrah as an alternative to conventional travel agency services. This study aims to analyze the factors influencing Indonesian pilgrims’ intention to choose independent Umrah by employing the Theory of Planned Behavior (TPB) and examining the moderating role of digital literacy. A quantitative research approach was adopted through a survey of 200 prospective Umrah pilgrims in Indonesia. Data were collected using a structured questionnaire and analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM) with SmartPLS 4.0. The results indicate that Attitude and perceived behavioral control have a positive and significant effect on the intention to choose independent Umrah, whereas subjective norms do not have a significant effect. Furthermore, digital literacy was not found to moderate the relationships between Attitude, subjective norms, and perceived behavioral control and the intention to choose independent Umrah. These findings suggest that internal psychological factors, particularly positive evaluations of independent Umrah and confidence in one’s ability to independently manage the pilgrimage journey, are the primary determinants of intention formation, rather than social influence or digital capabilities. This study extends the application of the Theory of Planned Behavior in the context of digitally supported religious tourism and addresses the limited literature on independent Umrah behavior in Indonesia. Practically, the findings provide implications for policymakers, Umrah service providers, and digital platform developers in designing more effective services to support the growth and development of independent Umrah]]>
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