<![CDATA[The rapid digitalization of pilgrimage services has transformed the way prospective Muslims organize Umrah, enabling greater autonomy through online platforms. This study investigates the effects of perceived risk, price perception, and online application usability on the intention to perform independent Umrah in Batu Bara Regency, Indonesia. Drawing upon the Theory of Planned Behavior, a quantitative survey was conducted among 100 respondents selected through purposive sampling. Data were analyzed using multiple linear regression. The findings reveal that perceived risk does not significantly influence independent Umrah intention. In contrast, price perception and online application usability exert positive and significant effects on behavioral intention. Simultaneously, the three variables significantly explain variations in intention, highlighting affordability and digital convenience as key determinants of independent Umrah adoption. These findings extend the understanding of consumer behavior within the emerging digital pilgrimage ecosystem and suggest that technology-enabled accessibility and transparent pricing are more influential than risk perceptions in shaping independent Umrah intentions. The study offers practical implications for policymakers and digital Umrah service providers seeking to enhance user engagement and support the growth of independent pilgrimage services.]]>
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