The Influence of Performance Expectancy, Effort Expectancy, Social Influence, Hedonic Motivation, and Price Value on Students’ Behavioral Intention to Use Online Courses at Universitas Negeri Jakarta

Tasha Dwi Oktora (Universitas Negeri Jakarta)
Adnan Kasofi (Universitas Negeri Jakarta)
Osly Usman (Universitas Negeri Jakarta)
Ryna Parlyna (Universitas Negeri Jakarta)

Journal of Strategic Marketing and Innovation
Vol. 2 No. 1 (2026): Journal of Strategic Marketing and Innovation

This research investigates the determinants of undergraduate students’ behavioural intention to adopt online courses at Universitas Negeri Jakarta (UNJ) through the UTAUT2 framework. Using PLS-SEM, data from 128 respondents were analysed to analyze all variables emerges as the most influential factor, followed by Hedonic Motivation, whereas the remaining constructs do not have a significant effect. The model accounts for 40.2% of the variance in behavioural intention. Overall, the results suggest that students’ engagement with online courses is shaped more by considerations of cost and enjoyment than by perceived usefulness or social pressure, offering valuable insights for the design and improvement of online learning platforms in the post-pandemic context.