Keamanan Data sebagai Faktor Penentu Kepercayaan Konsumen dalam E-Commerce
Kata Kunci:
keamanan data; e-commerce; kepercayaan konsumen; enkripsi; autentikasiAbstrak
Penelitian ini bertujuan untuk menganalisis peran keamanan data dalam membangun dan meningkatkan kepercayaan konsumen pada platform e-commerce. Pertumbuhan pesat perdagangan daring membuat keamanan data menjadi elemen krusial bagi konsumen dan penyedia layanan, karena kepercayaan konsumen sangat bergantung pada perlindungan informasi pribadi dan transaksi. Metode penelitian yang digunakan adalah tinjauan pustaka, dengan mengkaji literatur dan penelitian terdahulu mengenai keamanan data, termasuk aspek enkripsi, autentikasi, kebijakan privasi, dan perilaku pengguna. Hasil penelitian menunjukkan bahwa penerapan teknologi keamanan yang handal, seperti enkripsi data, autentikasi multi-faktor, kebijakan privasi yang jelas, serta kesadaran dan perilaku pengguna, secara signifikan meningkatkan kepercayaan konsumen terhadap platform e-commerce. Temuan ini menegaskan pentingnya kombinasi antara perlindungan teknologi dan edukasi pengguna untuk memastikan keamanan data serta memperkuat loyalitas dan kepercayaan konsumen dalam transaksi daring
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