The Influence of Data Security and Consumer Privacy on Trust and Purchase Intention in Marketplaces with Risk Perception as a Moderating Variable

Abstract

The rapid growth of e-commerce has increased concerns regarding data security and consumer privacy in marketplace platforms. These issues are closely related to consumer trust and online purchase intention, with risk perception playing a potential moderating role. This study aims to analyze the influence of data security and consumer privacy on consumer trust and its impact on purchase intention, incorporating risk perception as a moderating variable. A quantitative approach was employed using Structural Equation Modeling–Partial Least Squares (SEM-PLS) with data collected from 100 respondents through a five-point Likert scale questionnaire. The results indicate that several indicators do not meet validity and reliability criteria, as reflected in low outer loading, AVE, Cronbach’s Alpha, and composite reliability values. Consequently, the proposed relationships among variables cannot be fully validated. The study concludes that improving measurement instruments is essential to obtain more accurate and reliable results in future research.