UTAUT VARIABLES TO INCREASE REUSE BEHAVIOR OF E-MONEY IN INDONESIA

Rapid advances in technology and information have changed almost the lifestyle of people world. Todays society tends to use utilize every way. In fact, recently development has encouraged payment instruments into e-money. Indonesia is also one countries that supports e-money, now e-money itself can be said growing rapidly. However, this certainly an impact on competition industry, which getting tougher year. Therefore, it important for industry continue increase actual usage, course, order remain competitive midst fierce industry. The purpose study was determine effect Performance Expectancy, Effort Expectance, Social Influence, Facilitating Condition, Hedonic Motivation, Habit, Intention reuse Reuse Behavior gopay users Surabaya. benefit research input knowing what factors influence Behavior. This a causal using quantitative methods processed with help statistical program, namely SPSS version 22.0. Data collected by distributing questionnaires snowball sampling technique 120 respondents.Based data analysis from seven proposed hypotheses, six hypotheses are supported hypothesis rejected.