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All Journal Jurnal Online Mahasiswa (JOM) Bidang Ilmu Sosial dan Ilmu Politik Konvergensi : Jurnal Ilmiah Ilmu Komunikasi Indonesian Journal for Social Responsibility Jurnal Ilmu Ekonomi dan Sosial (JIES) I-Pop: International Journal of Indonesian Popular Culture and Communication Jurnal InterAct Jurnal Kesehatan Masyarakat
Kurnia, Ari
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Agriculture, Biological Sciences & Forestry Arts Humanities Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Environmental Science Industrial & Manufacturing Engineering Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Mechanical Engineering Public Health Social Sciences

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Segmenting Women’s Motivational Profiles in mHealth Adoption for Reproductive Health: A Cluster Analysis Firliani, Alifia; Kurnia, Ari
Jurnal Kesehatan Masyarakat Vol. 21 No. 4 (2026)
Publisher : Universitas Negeri Semarang in collaboration with Ikatan Ahli Kesehatan Masyarakat Indonesia (IAKMI Tingkat Pusat) and Jejaring Nasional Pendidikan Kesehatan (JNPK)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.15294/kemas.v21i4.36982

Abstract

While mHealth has the potential to improve access to reproductive health services, its adoption remains uneven in Indonesia. This study aimed to segment women of reproductive age based on motivational and contextual profiles related to mHealth use, rather than to identify causal determinants. A cross-sectional survey was conducted in 2025 among 350 Indonesian women aged 18–45 years. Guided by the Health Belief Model (HBM) and UTAUT2, k-means cluster analysis was used to identify user segments. Differences in motivational constructs were examined using t-tests, while contextual characteristics were assessed using chi-square tests. Two clusters emerged:  highly motivated users (n = 222) and less motivated users (n = 128). The highly motivated group reported significantly higher self-efficacy (M = 4.71 vs. 3.66), perceived benefits (4.82 vs. 3.86), effort expectancy (4.78 vs. 3.86), and trust in technology (Δ = 0.96; all p < .001). Moderate differences were observed for perceived susceptibility, while perceived barriers were not significant. Significant group differences were also found for income, perceived health literacy, prior use of reproductive health services, and intention to adopt mHealth (p < .05). These findings highlight distinct readiness-based user segments, supporting segmentation-driven digital health interventions.
Co-Authors ', Syafrizal Adek Risma Dedees Alifia Firliani Apriyanti, Maya Azmawati, Azman Azwan Dessy Kania Dianingtyas Murtanti Putri Eli Jamilah Mihardja Iman Santoso, Berkah Jessica, Miranda Laras Cempaka Malik, Asmiati Abdul Mirana Hanathasia Nurul Asiah Prabowo, Maybi Prima Mulyasari Agustina Pujadi Susilo, Tri Putryani Saragih, Ruth Saragih, Ruth Putryani Suharyanti Sunarti Wayrooy, Nanda Dwi Puspita