Canawine, Dee (2025) Analisis Determinan Kekhawatiran Privasi dan Kepercayaan Pengguna terhadap Intensi Berbelanja pada Platform Social Commerce Menggunakan PLS-SEM. Other thesis, Institut Teknologi Sepuluh Nopember.
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Abstract
Perkembangan teknologi digital yang pesat telah memperkenalkan social commerce sebagai inovasi yang mengintegrasikan media sosial dengan transaksi secara online. Social commerce menawarkan pengalaman berbelanja yang lebih personal dan terhubung dibandingkan dengan e-commerce yang banyak digunakan. Namun seiring berjalannya waktu, timbul kekhawatiran terkait privasi terkait data pribadi yang dibagikan selama interaksi dan transaksi ketika pengguna menggunakan social commerce. Social commerce bergantung pada media sosial yang tidak dirancang untuk menangani transaksi finansial secara aman. Hal ini memunculkan kekhawatiran pengguna terkait potensi penyalahgunaan data dan perlindungan informasi sensitif yang tidak memadai.Penelitian ini bertujuan untuk menganalisis pengaruh kekhawatiran privasi dan kepercayaan terhadap niat belanja sosial pengguna di platform social commerce. Penelitian ini juga mengidentifikasi faktor yang dapat memengaruhi kekhawatiran privasi seperti kecenderungan individu terhadap privasi, reputasi platform, dan peran regulasi seperti UU PDP di Indonesia. Penelitian ini menggunakan metode Partial Least Squares - Structural Equation Modeling (PLS-SEM) dengan data yang dikumpulkan melalui survei daring kepada pengguna social commerce di Indonesia. Penelitian ini bertujuan untuk mengidentifikasi faktor-faktor yang memengaruhi penggunaan platform social commerce. Hasil dari penelitian ini menunjukkan bahwa Disposition to Privacy (DPT) berpengaruh positif dan signifikan terhadap Privacy Concern (PRC) (path coefficient = 0,446; t-statistic = 6,892), sedangkan Reputation (REP) berpengaruh negatif dan signifikan terhadap PRC (path coefficient = –0,202; t-statistic = 3,478). Sementara itu, Laws (LAW) berpengaruh positif dan signifikan terhadap PRC (path coefficient = 0,341; t-statistic = 5,394), namun arahnya bertentangan dengan hipotesis awal. PRC berpengaruh positif dan signifikan terhadap Trust (TRU) (path coefficient = 0,540; t-statistic = 9,991) dan Social Shopping Intention (SSI) (path coefficient = 0,339; t-statistic = 4,668), tetapi tidak signifikan terhadap Privacy Risk (PRR) (path coefficient = –0,003; t-statistic = 0,025). Selanjutnya, Trust berpengaruh positif dan signifikan terhadap SSI (path coefficient = 0,392; t-statistic = 5,939), sedangkan PRR tidak berpengaruh signifikan terhadap SSI (path coefficient = 0,003; t-statistic = 0,053) maupun dipengaruhi oleh Trust (path coefficient = 0,100; t-statistic = 0,866). Terakhir, Social Presence of Others (SPO) berpengaruh positif dan signifikan terhadap Trust (path coefficient = 0,294; t-statistic = 5,539), yang menunjukkan bahwa keterlibatan sosial menjadi faktor penting dalam membangun kepercayaan pengguna terhadap platform social commerce.
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The rapid advancement of digital technology has introduced social commerce as an innovation that integrates social media with online transactions. Social commerce offers a more personal and connected shopping experience compared to conventional e-commerce platforms. However, over time, concerns have arisen regarding the privacy of personal data shared during interactions and transactions on social commerce platforms. Unlike traditional e-commerce platforms that are built on mature security infrastructures, social commerce often relies on social media systems that were not designed to handle financial transactions securely. This creates user concerns about potential data misuse and inadequate protection of sensitive information. This study aims to analyze the influence of privacy concerns and trust on users' social shopping intention on social commerce platforms. It also identifies key factors that affect privacy concerns, such as individual disposition to privacy, platform reputation, and the perceived role of data protection regulations like Indonesia’s Personal Data Protection Act (UU PDP). The research employs the Partial Least Squares - Structural Equation Modeling (PLS-SEM) method using data collected through an online survey of social commerce users in Indonesia. The goal is to identify the factors influencing the adoption and usage of social commerce platforms. The results show that Disposition to Privacy (DPT) has a positive and significant effect on Privacy Concern (PRC) (path coefficient = 0.446; t-statistic = 6.892), while Reputation (REP) has a negative and significant effect on PRC (path coefficient = –0.202; t-statistic = 3.478). Laws (LAW) also significantly affect PRC (path coefficient = 0.341; t-statistic = 5.394), but the direction of the relationship contradicts the initial hypothesis. PRC has a positive and significant effect on Trust (TRU) (path coefficient = 0.540; t-statistic = 9.991) and Social Shopping Intention (SSI) (path coefficient = 0.339; t-statistic = 4.668), but does not significantly influence Privacy Risk (PRR) (path coefficient = –0.003; t-statistic = 0.025). Furthermore, Trust has a positive and significant effect on SSI (path coefficient = 0.392; t-statistic = 5.939), while PRR does not significantly influence SSI (path coefficient = 0.003; t-statistic = 0.053), nor is it significantly affected by Trust (path coefficient = 0.100; t-statistic = 0.866). Lastly, Social Presence of Others (SPO) has a positive and significant effect on Trust (path coefficient = 0.294; t-statistic = 5.539), highlighting the importance of social engagement in building user trust in social commerce platforms.
| Item Type: | Thesis (Other) |
|---|---|
| Uncontrolled Keywords: | Kekhawatiran Privasi, Social Commerce, Kepercayaan, Reputasi, Risiko Privasi, Niat Belanja Sosial, Partial Least Square – Structural Equation Modeling, Privacy Concern, Social Commerce, Trust, Reputation, Privacy Risk, Social Shopping Intention |
| Subjects: | T Technology > T Technology (General) > T58.64 Information resources management |
| Divisions: | Faculty of Intelligent Electrical and Informatics Technology (ELECTICS) > Information System > 57201-(S1) Undergraduate Thesis |
| Depositing User: | Dee Canawine |
| Date Deposited: | 21 Jul 2025 02:25 |
| Last Modified: | 21 Jul 2025 02:25 |
| URI: | http://repository.its.ac.id/id/eprint/120171 |
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