<![CDATA[ Abstract According to the World Health Organization (WHO) blood supply recommendation, Indonesia has 2.5 million blood bags less than it is needed. The majority of Indonesian people have already had mobile phones and thus favorable for the application of short message service (SMS). It is feaseable to use SMS in order to improve donor motivation. This study would like to evaluate students' attitude toward blood donor's message reminder using SMS from the Blood Donors Directory, Faculty of Medicine, Gadjah Mada University. This is a quantitative study with cross-sectional design. Undergraduate medical students recorded in the database of Blood Donors Directory Faculty of Medicine, Gadjah Mada University were chosen as the study population. Simple random sampling was applied to choose the subjects. This study used the framework of Technology Acceptance Model (TAM) and data were analyzed using Partial Least Square based Structural Equation Modelling (SEM). Attitude of blood donor's message reminder significantly influenced perceived ease of use and perceived usefulness of SMS technology. Attitude of blood donor's message reminder significantly influenced perceived entertainment, irritation, as well as credibility of message content. No significantly influenced by perceived informative. The intention to donate blood were significantly influenced by the attitude of blood donor's message reminder. Students' attitude in donating blood was positively influenced by good perception about ease of use and usefulness of SMS technology. It was also positively influenced by positive perception to entertaining and credible messages, as well as negative perception to irritating messages. The positive attitude towards donor's message reminder would support the intention to behave as blood donors. Keywords : SMS gateway, attitudes toward SMS, blood donation, Technology Acceptance Model (TAM), Structural Equation Modelling (SEM), Partial Least Square (PLS)]]>
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