Safeguarding Consumer Data in the Digital Age: Security and Protection in the E-Commerce Ecosystem
This study aims to analyze the influence of consumer data security, regulatory compliance, and privacy policy transparency on purchase decisions in e-commerce, with consumer trust as a moderating variable. Data were collected through a survey of 394 digital platform users and analyzed using Structural Equation Modeling with the Partial Least Squares approach via SmartPLS. The results show that all three independent variables positively influence purchase decisions, with privacy policy transparency exerting the strongest impact on consumer perception. Consumer trust significantly moderates the relationships, amplifying the effects of data security, regulatory compliance, and transparency on buying behavior. The findings emphasize that comprehensive data protection practices are not only legal obligations but also strategic tools to foster trust, enhance customer loyalty, and drive purchasing decisions in the digital era.
Keywords: Data Security, Regulatory Compliance, Privacy Transparency, Consumer Trust, Purchase Decision, Business Digital.
