WILLINGNESS TO SHARE DATA PRIBADI DAN KAITANNYA DENGAN PENYALAHGUNAAN DATA KONSUMEN E-COMMERCE DI INDONESIA: PENDEKATAN MIXED METHODS
Abstract
Penyalahgunaan data pribadi menjadi salah satu masalah dalam berbelanja online (e-commerce), tetapi konsumen cenderung bersedia memberikan data pribadi melalui internet. Tujuan riset ini adalah untuk menganalisis pengaruh pengetahuan, persepsi risiko, dan kepercayaan terhadap willingness to share data pribadi. Riset ini menggunakan desain mixed methods. Data primer diambil melalui survei daring (324 responden) dan in-depth interview 6 responden. Data sekunder diperoleh dari desk study regulasi dan kebijakan privasi dalam e-commerce. Hasil riset menunjukkan meskipun responden memiliki tingkat pengetahuan, persepsi risiko, kepercayaan, dan willingness to share yang cukup, tetapi ada keterpaksaan dalam memberikan data pribadi. Hasil Structural Equation Modeling (SEM) menunjukkan variabel kepercayaan memiliki pengaruh langsung paling kuat terhadap willingness to share diikuti oleh pengetahuan. Persepsi risiko berpengaruh secara tidak langsung melalui kepercayaan terhadap willingness to share. Regulasi dan kebijakan privasi masih belum optimal melindungi data pribadi konsumen. Implikasi riset ini lain perlu penguatan sistem keamanan e-commerce, pengawasan yang ketat dari pemerintah terhadap e-commerce, serta menindak tegas kasus penyalahgunaan data.
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