PURPOSE - This study examines the determinants of use behavior toward digital marketing among MSMEs in Pontianak using the UTAUT2 framework—Performance Expectancy, Effort Expectancy, Social Influence, Hedonic Motivation, Habit, and Facilitating Conditions.

METHODOLOGY - A cross-sectional survey of N = 100 owners/managers employed an adapted UTAUT2 instrument. Item validity and reliability were satisfactory (all item–total correlations > .80; Cronbach’s α for predictors = .84, Use Behavior = .87). Classic assumption tests were met. Data were analyzed using multiple linear regression.

FINDING - The model is significant with R = 0.60, R² = 0.36 (Adjusted R² = 0.32). Positive, significant predictors of Use Behavior are Social Influence, Habit, and Facilitating Conditions. Performance Expectancy, Effort Expectancy, and Hedonic Motivation are not significant when entered jointly.

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