Pengaruh Perlindungan Data dan Kesadaran Cyber Security Terhadap Loyalitas Pengguna Shopee (Studi Kasus Pada Mahasiswa FEB Universitas PGRI Palembang)

Abstract

This research aims to analyze the effect of data protection and cyber security awareness on user loyalty towards Shopee, an e-commerce platform widely used by students at the Faculty of Economics and Business, Universitas PGRI Palembang. In era digitalization, online transaction security and personal data protection are becoming increasingly important for maintaining consumer trust. A quantitative approach through survey was utilized in this study techniques through Questionnaires were administered to 89 respondents’ active students The respondents were individuals who had conducted transactions on Shopee at least three times. The data were analyzed using multiple linear regression with the assistance of SPSS version 24. It was found that data protection demonstrates a significant positive influence on user loyalty. Likewise, cyber security awareness also demonstrates a significant positive effect on loyalty. Simultaneously, these two variables contribute 52.4% to the variation in user loyalty. These findings indicate that users tend to remain loyal to digital platforms that guarantee the protection of their personal data and provide a sense of digital security. This study recommends that Shopee further strengthen its security features and conduct educational campaigns on digital security to improve user confidence and loyalty.