One of the challenges faced by Indonesia is the poor quality education. Not
only is the quality poor, the spread of equal education throughout the country is not
properly distributed. As the industry 4.0 is upon us, internet and smart phone
penetrations in Indonesia had grown significant each year, resulting in the birth of
startups, including educational startups which aim to tackle this problem. One of
the prominent players in this field is Ruangguru which had signed a Memorandum
of Understanding with seven regions in Indonesia to help overcome the poor quality
education. To further improve the mission, it is crucial to investigate the end users’
continuance intention to finally give insights that will be beneficial for future
improvements.
This investigation applies a modified UTAUT2 model by incorporating
content as an additional independent variable, with school level, gender and
subscribership as the moderating variables. Data collection was conducted using
questionnaires and distributed to Aceh province, South Sumatra province, Jambi
province, Pekanbaru city, Bitung City, Banyumas district and Denpasar city. Data
analysis was conducted using the SmartPLS 3.2.8 software generating outer model
testing and inner model testing results. In addition, descriptive analysis was done
in order to better understand the characteristics of the group.
Results show that there are five significant factors influencing continuance
intention to use Ruangguru, and they are habit, price value, performance
expectancy, content and hedonic motivation. Effort expectancy, social influence
and facilitating condition are shown insignificant. Two of the moderating variables
do not influence the relationship between the latent variables, however, school
gender shows such influence. It is found that different school level shows a
influence on price value. This may be due to a different affordability between junior
high school and senior high school students.
Keywords: Ruangguru, continuance intention, UTAUT2, content, school level