FACTORS INFLUENCING THE INTENTION TO USE PAID ONLINE COURSE IN INDONESIA

Abstract

This research is conducted based on the presence of a phenomenon or trend of increasing usage of paid online course services, which has occurred massively across all sectors of society in Indonesia since the COVID-19 pandemic. During that time, many learning and teaching activities conducted by teachers and student had to be carried out online through distance learning throughout the pandemic. Additionally, employees and professionals have also been using paid online course services due to the high number of job terminations, prompting them to seek ways to obtain new employment by learning new knowledge and skills. Based on this phenomenon, there appear to be four factors underlying the formation of the intention to use paid online course services: perceived critical mass, trust, competition, and price sensitivity. This study employs a quantitative research approach with 327 purposively sampled respondents who have utilized paid online course services, and the data is processed using IBM SPSS Statistics. The findings indicate that perceived critical mass has a significantly negative relationship with the intention to use paid online courses, while trust and competition have significantly positive relationships. However, price sensitivity does not show a significant relationship with the intention to use paid online courses. And based on the findings of this study, it can provide insights to paid online course service providers to increase the penetration rate of the usage of paid online course services by considering the factors behind an individual's intention to use paid online course services.