Pengaruh Kekhawatiran Privasi, Manfaat, Trade-off, dan Respons terhadap Reaktan Psikologis dan Kerentanan dalam Iklan Digital E-Commerce

Abstract

Peningkatan jumlah pengguna internet di Indonesia mendorong pertumbuhan pemanfaatan internet sebagai sumber informasi dan pemasaran berbasis iklan digital, yang memunculkan isu kerentanan konsumen. Tujuan penelitian untuk menganalisis pengaruh kekhawatiran privasi, manfaat, trade-off privacy vs. personalization dan respons konsumen terhadap reaktan psikologis dan kerentanan dalam iklan digital e-commerce. Desain cross sectional dengan teknik survei daring melibatkan 330 responden pengguna e-commerce di Indonesia yang dipilih secara voluntary sampling. Data dianalisis menggunakan statistik deskriptif dengan bantuan aplikasi SPSS dan Structural Equation Modeling (SEM) menggunakan SmartPLS. Hasil penelitian menunjukkan bahwa persepsi manfaat berpengaruh positif signifikan terhadap trade-off privacy vs. personalization, sedangkan kekhawatiran privasi tidak berpengaruh signifikan. Temuan ini menunjukkan adanya fenomena privacy paradox. Respons konsumen berpengaruh positif signifikan terhadap reaktan psikologis, dan reaktan psikologis berpengaruh positif signifikan terhadap kerentanan konsumen. Respons konsumen tidak berpengaruh langsung terhadap kerentanan, namun berpengaruh secara tidak langsung melalui reaktan psikologis sebagai mediator. Temuan penelitian ini menunjukkan bahwa kerentanan konsumen dalam ekosistem digital lebih banyak terbentuk melalui proses psikologis internal dibandingkan dengan respons awal terhadap iklan.

The increase in the number of internet users in Indonesia has driven the growth of internet utilization as a source of information and digital advertising-based marketing, raising issues of consumer vulnerability. The aim of this research is to analyze the influence of privacy concerns, benefits, privacy vs. personalization trade-off, and consumer responses on psychological reactance and vulnerability in e-commerce digital advertising. A cross-sectional design with an online survey technique involved 330 e-commerce users in Indonesia selected through voluntary sampling. Data were analyzed using descriptive statistics with the aid of SPSS and Structural Equation Modeling (SEM) using SmartPLS. The results show that perceived benefits have a significant positive effect on the privacy vs. personalization trade-off, while privacy concerns do not have a significant effect. These findings indicate the existence of the privacy paradox phenomenon. Consumer responses have a significant positive effect on psychological reactance, and psychological reactance has a significant positive effect on consumer vulnerability. Consumer responses do not have a direct effect on vulnerability, but have an indirect effect through psychological reactance as a mediator. These findings indicate that consumer vulnerability in the digital ecosystem is shaped more by internal psychological processes than by initial responses to advertising.