Abstract:

This descriptive-quantitative research aims to examine the effect of experience self-congruity, perceived social value, and experience satisfaction on the intensity of using a digital social network to reinforce the identity of millennial users in Indonesia. Based on the literature, it is known that tourist especially those who came from millenial generation use the internet in every stage of tourism consumption process. They always carry their mobile phones to create a travel content and then post it to any social media they have. As social media is currently the second most used application after the chatting apps, it certainly has a great influence on consumer decision-making process. Previous research by Cortés (2017) has discussed the influence of tourist’s self-congruity, perceived social value, and experience satisfaction on the intensity of using digital social network. For all of that matters, researcher interested to recreate that model using Indonesian millennials as its respondent. This research involved 214 respondents who visited Lombok for leisure and used a digital social network to inform others about their tourism experience. Lombok is chosen as it is known as the “ Second Bali”, yet still not as popular as Bali. This study used Structural Equation Modeling (SEM) as a data processor, and the results show that there is a direct and positive effect between perceived social value and the intensity of using a digital social network, but no direct and positive effect between experience self-congruity and experience satisfaction on the intensity of using a digital social network.