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.
