ANALYSIS OF PRIVACY PERCEPTIONS THROUGH SHOPPING BEHAVIOR IN INDONESIAN E-COMMERCE

Purpose of the study: The purpose of this study is to determine whether privacy perceptions have an effect on shopping decisions through shopping behaviour in Indonesian e-commerce. Methodology: This is a quantitative research using the SEM-PLS method and its purpose is for exploratory research with Millennials (aged 22-37) and Baby Boomers (53- 72) as respondents. Out of 178 questionnaires, 155 of them can proceed. Main Findings: Privacy perceptions affect millennials and baby boomers in their online shopping decision. Privacy Risk Company shall provide more information about how the companies secure consumers’ data. Applications of this study: In Indonesian e-commerce, the company needs to reduce transaction risk by giving money compensation or money-back guarantee to the customers if something happens throughout the transaction process. Besides that, Indonesian e-commerce needs to improve their website design and more information to the customer. Novelty/Originality of this study: Comparison between Millenials and baby boomers’ privacy perceptions through shopping behaviour in Indonesia e-commerce website.