The influence of perceived value and intention to study on the decision to choose open distance education (case study at Universitas Terbuka)

Abstract

The current composition of Indonesia's population is predominantly made up of individuals in the productive age group of 15-65 years, with a significant portion having graduated from senior high school (SLTA). This demographic represents a potential market for higher education, particularly for distance learning institutions. Therefore, there is a need to delve deeper into how the perceived value and learning intention of prospective students influence their decision to choose distance education. This research was conducted on 322 students at UT Serang. The data obtained were processed using Partial Least Square Structural Equation Modeling (PLS-SEM), and the results indicate that perceived value has a direct, positive, and significant influence on the decision to choose UT for study. Intention to study also has a direct, positive, and significant impact on the decision to choose UT for study. Perceived value has a direct, positive, and significant effect on intention to study. Furthermore, there is a statistically significant indirect influence of perceived value on the decision to choose UT for study through intention to study.