Perlindungan Data Pribadi dan Hubungannya dengan Kepercayaan Konsumen dalam E-Commerce
Keywords:
data security; e-commerce; consumer trust; encryption; authenticationAbstract
This study aims to analyze the role of data security in building and enhancing consumer trust on e-commerce platforms. The rapid growth of online commerce makes data security a crucial element for both consumers and service providers, as consumer trust largely depends on the protection of personal information and transactions. The research method used is a literature review, examining previous studies on data security, including aspects of encryption, authentication, privacy policies, and user behavior. The results show that the implementation of reliable security technologies, such as data encryption, multi-factor authentication, clear privacy policies, as well as user awareness and behavior, significantly increases consumer trust in e-commerce platforms. These findings emphasize the importance of combining technological protection with user education to ensure data security and strengthen consumer loyalty and trust in online transactions
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