Vol. 2, No. 1, Tahun 2020 Jurnal ALTASIA 36 ISSN: 2655-965X Eksploratory Faktor Analisis Pengembangan Layanan Pariwisata Digital Penelitian Kualitatif dengan Metode Theme Analytic Daduk Merdika Mansur 1 , Ernie Tisnawati Sule 2 , Dwi Kartini 3 , Yevis Marty Oesman 4 , Nurul Chamidah 5 1,2,3,4 Universitas Padjadjaran 5 Universitas Gajah Mada daduk16001@mail.unpad.ac.id ABSTRAK Pariwisata salah satu faktor penting penopang ekonomi Indonesia. Pengembangan layanan pariwisata digital merupakan terobosan penting untuk meningkatkan perkembangan pariwisata. Hal ini dapat menciptakan brand awareness, engagement, sales bahkan loyalty.Tujuan penelitian ini untuk mengetahui faktor yang dominan berpengaruh kepada penerimaan dan penggunaan layanan digital. Pengambilan sampel dengan teknik Purpose Sampling, menggunakan teknik observasi, wawancara, kuisioner, dan dokumentasi. Data yang diperoleh dianalisis dengan metode Theme Analytic.Hasil penelitian menunjukan faktor Performance Expectancy yang dominan Membantu Proses Pembelian (51,72%), Effort Expectancy yang dominan Merasa Ahli menggunakan (45,06%), Social Influence yang dominan Faktor Sosial penggunaan layanan digital (77,14%), Facilitating Condition yang dominan Ketersediaan Resource (68,06%), Habit yang dominan Pelaksanaan perilaku sebesar (68,68%), Perceive Risk dimensi yang dominan Resiko Kerugian performansi (52,8%), Perceive Convenience yang dominan Kenyamanan Menggunakan (31,05%) dan Trush yang dominan Kemampuan Provider (48,37%).Kunci keberhasilan pengambangan layanan digital adalah benar-benar memenuhi requirement digital consumer buying behavior yang merupakan faktor penting dalam konsep Market Driven pada era industry 4.0. Perlu dilakukan uji coba validasi terhadap layanan pariwisata digital untuk mengukur tingkat penerimaannya serta dilakukan program improvement. Kata kunci: Layanan pariwisata digital, Perilaku pengguna digital, Digital Pariwisata, Behavior Intention Digital Tourism, Use Behavior Digital Tourism ABSTRACT Tourism is one of the important factors supporting Indonesia's economy. The development of digital tourism services is an important breakthrough to enhance the development of tourism. This can create brand awareness, engagement, sales and even loyalty.The purpose of this study was to determine the dominant factors affecting the reception and use of digital services. Sampling with Purpose Sampling technique, using observation, interviews, questionnaires, and documentation. The data obtained were analyzed using the Theme Analytic method.The results showed Performance Expectancy the dominant factor is Helping the Purchasing Process (51.72%), Effort Expectancy the dominant factor is Feeling Expert (45.06%), Social Influence the dominant factor is Social Factors using digital services (77.14%), Facilitating Conditions the dominant factor is Resource Availability (68.06%), Habit the dominant factor is Implementation behavior (68.68%), Perceive Risk the dominant factor is Performance Loss Risk (52.8%), Perceive Convenience the dominant factor is Comfort Using (31.05% ) and the Trush the dominant factor is Ability Provider (48.37%).The key to the success of floating digital services is to truly meet the requirements of digital consumer buying behavior which is an important factor in the concept of Market Driven in the industrial era 4.0. It is necessary to test the validation of digital tourism services to measure the level of acceptance and improvement programs. Keywords: Digital tourism services, Digital user behavior, Digital Tourism, Behavior Intention Digital Tourism, Use Behavior Digital Tourism Diterima: 20 Agustus 2019, Direvisi: 15 November 2019, Diterbitkan: 15 Februari 2020.