<p><em><span>The presence of the millennial generation in the world of tourism has different characteristics from the previous generation. They are not interested in commercial advertising but prefer a User-Generated Content (UGC) approach and influence in their social environment. The purpose of this research is to determine the influence of social and UGC on Instagram on millennial generation travel decision-making. Instagram was chosen because 67% of travelers use Instagram for travel inspiration before booking a trip and after a trip is booked, and continue to use it for future trips. The sample of this study was 384 millennial respondents in the Greater Jakarta area because it had the demographic bonus and the most productive age. The results show that UGC on Instagram is highly trusted as a media for millennial tourism decision-making because it is authentic and reliable. This research also succeeded in answering the phenomenon which states that the millennial generation can change the tourism industry. This finding is useful for destination managers and the government in their efforts to increase the promotion of tourist destinations to the millennial generation with the Instagram user-generated content approach.</span></em></p>

A touch of new innovations in the world of advertising is hybrid advertising implemented by Ubiklan. This research aims to know how hybrid advertising innovation with the concept of sharing economy is accepted by companies and partners analyzed using Technology Acceptance Model (TAM) and Innovation Diffusion Theory (IDT). This research is a qualitative design but researchers use purposive sampling techniques in determining the informant of the company and its partners Ubiklan around Jakarta. Primary data collection techniques through interview in-depth and secondary data obtained by researchers from existing sources as supporters. For data validation, researchers use source triangulation. The results of this research that for the partners, experiences, ease in operation of the Ubiklan application, as well as the profit of commissions from the sharing economy is the relative advantage of this technological innovation, and for the company the most powerful factor in the acceptance of this technology is the features of Ubiklan that is tracking system, impression calculator, and quality control is very effective to obtain mass product and branding awareness. The process of innovation adoption in this technology includes knowledge (level of knowledge), persuion (the level of persuitation), the decision (level of decision), the implementation (phase of implementation) and confirmation (level of preparedness). The adoption process goes well and corresponds to the stage.