Smoker’s motivation is essential to support the success of smoking cessation intervention by the chosen method. The percentage of active smokers in a university is 29.2%, and 303 people (77.6%) have moderate to high motivation to quit smoking. The value of Willingness to Pay (WTP) smoking cessation services is achieved by TIOLI techniques using scenario cards. The median value of WTP for smoking cessation services is IDR 50,000. Multivariate regression analysis showed that the value of WTP was influenced by student’s residence, the number of smoked cigarettes and age.