Indonesia Conference Directory

In 2018, Indonesia was in the sixth world rank with an estimated 123 million internet users. There are many kinds of business come up by exploiting the development of internet, one of them is the appearing of varied mobile application in Indonesia focusing either on local or foreign products. One of the businesses which based on application in hospitality service is Airbnb. Airbnb is the biggest online marketplace which registers and rent the hospitality service such as home, apartment, or villa, for spending holiday out of the town or abroad. Airbnb expanded its business in Indonesia because Indonesia is considered as one of the most important market in Asia Pacific region and the data show that Airbnb-s growth in Indonesia keeps rising every year. Due to the successful growth of Airbnb application creates opportunities to upgrade the positions of Airbnb by knowing factors that influence its customers in continuing using Airbnb application. This study intended to measure factors influencing user-s continuance intention of Airbnb application in Indonesia by using a Modified Unified Theory of Acceptance and Use of Technology 2 Model. The data were gathered from 400 valid respondents in Indonesia chosen by purposive sampling technique. The result revealed that the factors influence continuance intention adoption of Airbnb application from the highest to the lowest respectively are Habit, Trust, Hedonic Motivation, Price Saving Orientation, and Facilitating Condition. The model can predict strongly the continuance intention of consumers towards Airbnb application in Indonesia since the R² is 80.6%. This model can be used by Airbnb management to improve the continuance intention of consumers towards hospitality service adoption by consideration of those factors.