MILLENNIAL CONSUMER PERCEIVED DESTINATION BRAND VALUE ON DESTINATION LOYALTY: THE MODERATING EFFECT OF CITY BRAND ATTITUDE

Millennials dominate the increasing number of tourism in Indonesia. However, there is
very little research on millennial tourism behavior, mainly how their perceived destination brand
value influences their destination loyalty. This research study aims to analyze millennial
perceived brand value on destination loyalty: the moderating effect of city brand attitude. This
study literature review focuses on the influence of perceived brand values as five value
dimensions, including functional, social, emotional, monetary, and epistemic value on
destination loyalty and explores the moderating effect of city brand attitude. Methodology, the
respondents are millennial who have visited Yogyakarta within the past 12 months. This study
applies structural equation modeling (SEM) to test the hypotheses.
Based on the result of this study, variable perceived brand value such as functional,
social, emotional, monetary, and epistemic have a significant and positive impact on destination
loyalty. City brand attitude as moderator also has positive and significant effect of relationship
variable perceived value on destination loyalty.