WILLINGNESS TO SHARE DATA PRIBADI DAN KAITANNYA DENGAN PENYALAHGUNAAN DATA KONSUMEN E-COMMERCE DI INDONESIA: PENDEKATAN MIXED METHODS.

Personal data misuse is one of the problems in online shopping (e-commerce) in Indonesia, but consumers tend to be willing to provide personal data via the internet. The aim of this research is to analyze the influence of knowledge, risk perception, and trust on consumers’ willingness to share personal data. This research used a mixed methods design. Primary data was taken through an online survey (n = 324) and in-depth interviews with 6 respondents. Secondary data was obtained from a desk study of regulations and privacy policies in e-commerce. The research results show that even though respondents had a sufficient level of knowledge, risk perception, trust and willingness to share, there was a compulsion to provide personal data. The results of Structural Equation Modeling (SEM) show that trust had the strongest direct influence on willingness to share, followed by knowledge. Risk perception had an indirect effect through trust on willingness to share. The current regulations and privacy policies still do not protect consumers' personal data optimally. The implications of this research include strengthening the e-commerce security system, strict government supervision of e-commerce, and taking firm action against cases of data misuse. [ABSTRACT FROM AUTHOR]