What can hedonic motivation do on decisions to use online learning services?

Abstract

The advancement of the internet and technology encourages the creation of innovations in various industries in Indonesia. Technology is the key determinant of the competitiveness of the 4.0 industrial revolution so that every organization and individual, including educators and students, can achieve many things. Online-based learning systems result in changes in the behavior of Indonesian consumers who choose learning without time and space boundaries. This study aims to determine how hedonic motivation can influence decisions to use online learning services. This research used quantitative analysis through a survey method that is processed using SMART PLS. The results of this study indicate that hedonic motivation will first influence purchase intention and then influence the decision to use services.