THE EFFECT OF PRIVACY PERCEPTION AND SECURITY PERCEPTION ON CUSTOMER LOYALTY WITH TRUST AS AN INTERVENING VARIABLES IN ZALORA E-COMMERCE (A Case Study of Zalora Users in Yogyakarta City)

Authors

  • Rudi Kurniawan Fakultas Ekonomi, Universitas Sarjanawiyata Tamansiswa, Yogyakarta, Indonesia
  • Ida Bagus Nyoman Udayana Fakultas Ekonomi, Universitas Sarjanawiyata Tamansiswa, Yogyakarta, Indonesia, Indonesia
  • Bernadetta Diansepti Maharani Fakultas Ekonomi, Universitas Sarjanawiyata Tamansiswa, Yogyakarta, Indonesia, Indonesia

DOI:

https://doi.org/10.29040/ijebar.v5i2.2397

Abstract

A business using the internet will have a great opportunity to develop. Business activity through popular internet media is called electronic commerce (e-commerce). There are lots of e-commerce that offer various kinds of goods needed by consumers. Starting from daily necessities or other additional items are widely offered in online shops. Some online shopping sites are even favored and have good ratings by consumers, one of which is Zalora Indonesia. This study aims to determine (1) the effect of Perceptions of Privacy on Trust (2) the effect of Perceptions of Security on Trust (3) the effect of Trust on Loyalty. The sample in this study was 100 respondents from the city of Yogyakarta who had shopped using the Zalora Indonesia e-commerce. The data collection method uses a questionnaire that is distributed using a purposive sampling technique. This study using the Data Quality Test, Classical Assumption Test, Multiple Regression Test, and Hypothesis Test. The results of this study indicate (1) there is a positive and significant influence on Perceived Privacy on Trust (2) there is a positive and significant effect on Perceived Security on Trust (3) there is a positive and significant effect of Trust on Loyalty.

References

APJII. (2020). Penetrasi & Profil Perilaku Pengguna Internet Indonesia. In Asosiasi Penyelenggara Jasa Internet Indonesia. https://apjii.or.id/survei2020s/download/TK5oJYBSyd8iqHA2eCh4FsGELm3ubj

Kinasih, B. S., & Albari, A. (2012). Pengaruh Persepsi Keamanan dan Privasi terhadap Kepuasan dan Kepercayaan Konsumen Online. Jurnal Siasat Bisnis, 16(1). https://doi.org/10.20885/jsb.vol16.iss1.art3

Nurhatinah, N. (2018). Pengaruh Keamanan, Privasi, Dan Reputasi Terhadap Kepercayaan Konsumen Online Shopping Di Kota Padang. Jurnal Ecogen, 1(4), 206. https://doi.org/10.24036/jmpe.v1i1.4740

Peter, J, P., & C, J. (2014). Perilaku Konsumen dan Strategi Pemasaran 2. Salemba Empat.

Rafiah, K. K. (2019). Analisis Pengaruh Kepuasan Pelanggan dan Kepercayaan Pelanggan terhadap Loyalitas Pelanggan dalam Berbelanja melalui E-commerce di Indonesia. Al Tijarah, 5(1), 46–56.

Widodo, W., & Susanto, A. (2018). Gender Sebagai Variabel Kontrol : Pengaruh Persepsi Keamanan dan Persepsi Privasi Terhadap Kepercayaan Konsumen Online. Pemberdayaan Dan Penguatan Daya Saing Bisnis Dalam Era Digital, 375–393.

Downloads

Published

2021-06-30

How to Cite

Kurniawan, R., Udayana, I. B. N., & Maharani, B. D. (2021). THE EFFECT OF PRIVACY PERCEPTION AND SECURITY PERCEPTION ON CUSTOMER LOYALTY WITH TRUST AS AN INTERVENING VARIABLES IN ZALORA E-COMMERCE (A Case Study of Zalora Users in Yogyakarta City). International Journal of Economics, Business and Accounting Research (IJEBAR), 5(2). https://doi.org/10.29040/ijebar.v5i2.2397

Issue

Vol. 5 No. 2 (2021): IJEBAR, VOL. 05 ISSUE 02, JUNE 2021

Section

Articles

Citation Check

License

Authors who publish with IJEBAR agree to the following terms: Authors retain copyright and grant the IJEBAR right of first publication with the work simultaneously licensed under a Creative Commons Attribution License (CC BY-SA 4.0) that allows others to share (copy and redistribute the material in any medium or format) and adapt (remix, transform, and build upon the material) the work for any purpose, even commercially with an acknowledgement of the work's authorship and initial publication in IJEBAR. Authors are able to enter into separate, additional contractual arrangements for the non-exclusive distribution of the journal's published version of the work (e.g., post it to an institutional repository or publish it in a book), with an acknowledgement of its initial publication in IJEBAR. Authors are permitted and encouraged to post their work online (e.g., in institutional repositories or on their website) prior to and during the submission process, as it can lead to productive exchanges, as well as earlier and greater citation of published work (See The Effect of Open Access).