Analisis Faktor-Faktor yang Mempengaruhi Persepsi Konsumen Terhadap Implementasi Data Pribadi Pada E-commerce Shopee di Indonesia
Abstract
Penelitian ini bertujuan untuk menganalisis pengaruh personal traits dan prior negative experience terhadap perceived benefit, privacy concern, dan trust serta dampaknya terhadap willingness to disclose personal data pada pengguna ecommerce Shopee di Indonesia. Teknik analisis data yang digunakan adalah Partial Least Squares Structural Equation Modeling (PLS-SEM), dengan data dikumpulkan dari 285 responden. Hasil penelitian menunjukkan bahwa extraversion, agreeableness, dan openness berpengaruh positif signifikan terhadap perceived benefit. Neuroticism dan conscientiousness berpengaruh signifikan terhadap privacy concern dan trust, sementara prior negative experience meningkatkan privacy concern namun menurunkan willingness to disclose personal data. Selain itu, perceived benefit dan trust berpengaruh positif signifikan terhadap willingness to disclose personal data, sementara privacy concern berpengaruh negatif. Hasil ini mendukung Privacy Calculus Theory, di mana keputusan pengguna untuk berbagi data ditentukan oleh pertimbangan manfaat dan risiko. Nilai R² konstruk endogen menunjukkan kekuatan penjelasan model berada pada kategori moderat hingga kuat. Temuan ini dapat menjadi acuan bagi pengelola platform digital dalam merancang strategi peningkatan kepercayaan dan kenyamanan pengguna terkait perlindungan data pribadi. Kata kunci: personality traits, prior negative experience, privacy calculus, data pribadi, e-commerce, shopee
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References
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