THE ROLE OF TRUST IN MEDIATING THE EFFECT OF PERCEIVED RISK AND SUBJECTIVE NORM ON CONTINUOUS USAGE INTENTION ON GOPAY USERS IN DENPASAR

The purpose of this study was to explain the effect of perceived risk and subjective norms on belief and continuous usage intention, the effect of trust on continuous usage intention, and the role of trust in mediating the effect of perceived risk and subjective norm on continuous usage intention.The research subjects were GoPay users, with a sample of 140 people.The sample was determined using a non-probability sampling method, namely purposive sampling.The data were analyzed using SEM-PLS technique.The results of this study indicate that perceived risk has a negative and significant effect on continuous usage intention, subjective norm has a positive and insignificant effect on continuous usage intention, perceived risk has a negative and significant effect on trust, subjective norm has a positive and insignificant effect on trust, trust has a positive effect.and significant on continuous usage intention, and trust is able to mediate the influence of perceived risk and subjective norm on continuous usage intention.The practical implication that can be given from the findings of this study is that this study can be used as a basic model for evaluating the GoPay strategy on perceived risk, subjective norms, trust, and continuous usage intention.Based on the results of statistical data, among the three variables that influence continuous usage intention, the trust variable has the highest path coefficient, which can be a reference for GoPay management in making strategies to increase the continuous usage intention of its users by increasing its trust.