THE ROLE OF PERCEIVED CONVENIENCE ON WHATSAPP ADOPTION USING UTAUT2 MODEL

Advancements in digita l technology have significantly transformed communication and learning. Traditional learning methods have limitations in providing a fast and interactive learning environment, necessitating accessible techn ology that enhances student and teacher engagement while ensuring convenience. WhatsApp has emerged as a widely used solution due to its accessibility, privacy features, and cross - platform compatibility, offering users a sense of convenience. This study ex amines the role of Perceived Convenience in the acceptance and use of WhatsApp in secondary education in Medan City us ing the UTAUT2 Model. A survey was conducted with 439 respondents from 8 secondary schools in Medan and analyzed using SEM - PLS with SmartP LS - 4. The results indicate that social influence, hedonic motivation, habit, and perceived convenience positive ly impact the intention to use WhatsApp. Additionally, facilita t- ing conditions, perceived convenience, and intention to use significantly influen ce actual usage behavior. However, performance expectancy, effort expectancy, and price value do not affect either intention or behavior in using WhatsApp. Moderating variables such as age, gender, and experience partially moderate the relationships betwee n independent factors and WhatsApp u s- age intention and behavior. This study contributes by incorporating Perceived Convenience into the UTAUT2 Model and affirming its role in educational technology adoption .