PENGARUH DIGITAL TRUST TERHADAP KEPUTUSAN MENGGUNAKAN APLIKASI PEGADAIAN DIGITAL MELALUI KEPUASAN PENGGUNA SEBAGAI VARIABEL INTERVENING

Abstract

This study aims to analyze the influence of Digital Trust comprising Integrity, Benevolence, and Competence dimensions on the Decision to Use the Pegadaian Digital application, with User Satisfaction as an intervening variable. Employing a quantitative approach, a survey was conducted with 1,527 active users of the Pegadaian Digital application. Data were analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM) with SmartPLS. The results indicate that all hypotheses are accepted, where User Satisfaction acts as a significant partial mediator in the relationship between trust dimensions and usage decision. Integrity was identified as the strongest predictor of the Decision to Use, confirming that honesty in asset valuation is a key determinant. The research model demonstrates substantial predictive power, with R² values of 0.775 for User Satisfaction and 0.785 for the Decision to Use. This study expands consumer behavior literature through the empirical validation of a multidimensional trust model within a physical collateral-based financial service ecosystem. These findings provide managerial implications that the successful adoption of digital pawnshop services depends not merely on the technical competence of the application, but primarily on the company's ability to build integrity and benevolence to create satisfaction that drives user loyalty.