ANALISIS FAKTOR-FAKTOR YANG MEMPENGARUHI PERSEPSI KEAMANAN DATA ONLINE DAN PRIVASI PELANGGAN PADA APLIKASI E-COMMERCE TOKOPEDIA
Abstract
Perkembangan pesat industri e-commerce menimbulkan tantangan serius terkait keamanan dan privasi data konsumen.
Tokopedia sebagai salah satu platform e-commerce terbesar di Indonesia menghadapi penurunan kepercayaan akibat
insiden kebocoran data pada tahun 2020. Penelitian ini bertujuan untuk menganalisis pengaruh enam variabel terhadap
Perception of Security and Privacy pada Tokopedia, yaitu: consumer rating, trustworthiness, credit card usage concerns,
motivation factor, customer worries, dan customer feelings.Metode penelitian menggunakan pendekatan kuantitatif
dengan penyebaran kuesioner kepada 385 responden. Data dianalisis menggunakan statistik inferensial untuk menguji
hubungan antar variabel. Hasil penelitian menunjukkan bahwa tiga variabel memiliki pengaruh signifikan terhadap
persepsi keamanan, yaitu credit card usage concerns, customer worries, dan customer feelings, dengan customer feelings
sebagai faktor paling dominan. Sementara itu, trustworthiness, consumer rating, dan motivation factor tidak berpengaruh
signifikan. Temuan ini menegaskan bahwa persepsi keamanan pengguna Tokopedia lebih banyak dipengaruhi oleh faktor
emosional dan kekhawatiran pribadi dibandingkan faktor teknis. Penelitian ini memberikan rekomendasi bagi platform ecommerce untuk memprioritaskan aspek pengalaman emosional pengguna guna membangun kepercayaan dan
meningkatkan loyalitas konsumen.
Kata Kunci- Tokopedia, persepsi keamanan, privasi data, e-commerce, kepercayaan konsumen
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