FACTORS INFLUENCING INDONESIAN MILLENNIALS LOYALTY TOWARD AIRBNB

Abstract

Purpose: The objective of this study is to find out the influence of Hospitality Hosting Behavior, Perceived Service Quality, Perceived Risk, Social Authentic Appeal, Economic Appeal, Hedonic Value, Utilitarian Value and Airbnb user Satisfaction towards Indonesian Millennial Airbnb user Loyalty. Design/ Methodology/ Approach: This study used quantitative method that applied Structural Equation Modeling (SEM). The primary data was collected from 250 respondents who filled questionnaires that consist of 38 measurement items, whether they have used Airbnb and are they a millennial. Furthermore, the data were tested its validity regarding the face, content, and construct validity, Cronbach’s Alpha was used and resulted to be valid and reliable. Findings: This study found that Social Authentic Appeal influence Airbnb user Satisfaction, Economic Appeal influence Airbnb user Satisfaction, Hedonic Value influence Airbnb user Satisfaction and Airbnb user Satisfaction positively affecting Loyalty. Originality/Value: To the extent of author’s knowledge. This study is believe to be first conducted with this framework and with object of study in Indonesia.