Abstract: Who is the controls information, he can controls the world. Therefore, the students must be able to process information into something useful for the learning process. The use of information technology in learning influences hidden curriculum factors that will be given to students. The purpose of this research is to find out the effect of hidden curriculum (X 1 ) and character building (X2) variables on self-motivation in college students (Y). The samples are 38 student activists joined under KSR PMI State University of Malang unit and were taken using quota random sampling. The research instrument used is rating scale multiple choice questions. To determine the contribution of hidden curriculum (X 1 ) and character building (X2) to self-motivation (Y), clustering techniques are conducted using the K-means algorithm. The result shows significant effects of hidden curriculum (X 1 ) and character building (X2) variables on the self-motivation in college students (Y). Effective contribution from both predictors (X 1 and X2) to self-motivation (Y) is 60.53%, while 39.47% is influenced by other factors.