Pelanggaran Privasi Data Terhadap Keputusan Pembelian Pengguna Tokopedia Menggunakan Theory Of Planned Behavior (TPB)

Pakpahan, Farida Manin (2025) Pelanggaran Privasi Data Terhadap Keputusan Pembelian Pengguna Tokopedia Menggunakan Theory Of Planned Behavior (TPB). S1 thesis, Universitas Jambi.

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Abstract

Perkembangan teknologi informasi dan komunikasi telah mendorong pertumbuhan e-commerce di Indonesia. E-commerce menawarkan kemudahan, kecepatan, dan variasi pilihan, namun juga diiringi dengan meningkatnya insiden pelanggaran privasi data. Pelanggaran privasi data menjadi isu kritis yang dapat merugikan konsumen, termasuk kasus kebocoran data yang dialami Tokopedia pada tahun 2020 yang melibatkan jutaan data pengguna. Penelitian ini bertujuan untuk menganalisis dampak pelanggaran privasi data terhadap keputusan pembelian pengguna Tokopedia di Kota Jambi. Metode penelitian yang digunakan adalah kuantitatif, dengan pendekatan Theory of Planned Behavior (TPB). TPB digunakan untuk memahami bagaimana persepsi konsumen terhadap keamanan platform, norma subjektif, dan kontrol perilaku yang dirasakan mempengaruhi niat beli dan keputusan pembelian. Selain variabel-variabel TPB, penelitian ini juga menambahkan variabel Persepsi Keamanan Data dan Persepsi Risiko untuk memberikan pemahaman yang lebih komprehensif. Pengumpulan data dilakukan melalui penyebaran kuesioner kepada 240 pengguna Tokopedia di Kota Jambi. Data yang terkumpul dianalisis. Hasil penelitian menunjukkan bahwa pelanggaran privasi data memiliki pengaruh terhadap keputusan pembelian pengguna Tokopedia. Persepsi keamanan data dan persepsi risiko juga terbukti mempengaruhi niat beli konsumen di platform tersebut. Namun, sikap dan norma subjektif tidak ditemukan memiliki pengaruh yang signifikan terhadap niat beli. Temuan ini memberikan wawasan penting bagi Tokopedia dan platform e-commerce lainnya untuk meningkatkan perlindungan data dan membangun kepercayaan konsumen. The development of information and communication technology has driven the growth of e-commerce in Indonesia. E-commerce offers convenience, speed, and variety of choices, but is also accompanied by increasing incidents of data privacy violations. Data privacy violations are a critical issue that can harm consumers, including the data leak case experienced by Tokopedia in 2020 involving millions of user data. This study aims to analyze the impact of data privacy violations on the purchasing decisions of Tokopedia users in Jambi City. The research method used is quantitative, with the Theory of Planned Behavior (TPB) approach. TPB is used to understand how consumer perceptions of platform security, subjective norms, and perceived behavioral control affect purchase intentions and purchase decisions. In addition to the TPB variables, this study also adds the variables of Perceived Data Security and Perceived Risk to provide a more comprehensive understanding. Data collection was carried out by distributing questionnaires to 240 Tokopedia users in Jambi City. The collected data was analyzed. The results of the study show that data privacy violations have an influence on the purchasing decisions of Tokopedia users. Perceived data security and perceived risk have also been shown to influence consumer purchase intentions on the platform. However, attitudes and subjective norms were not found to have a significant influence on purchase intention. This finding provides important insights for Tokopedia and other e-commerce platforms to improve data protection and build consumer trust

Type:	Thesis (S1)
Uncontrolled Keywords:	Data Privacy Breach, Perception of Data Security, Perception of Risk, Purchase Decision, Theory of Planned Behavior (TPB), Tokopedia.
Subjects:	L Education > L Education (General)
Divisions:	Fakultas Sains dan Teknologi > Sistem Informasi
Depositing User:	Pakpahan
Date Deposited:	23 Jun 2025 07:03
Last Modified:	23 Jun 2025 07:03
URI:	https://repository.unja.ac.id/id/eprint/80191

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