Effect of Security, Privacy, and Customer Satisfaction on E-Commerce Consumer Trust

Tokopedia's e-commerce website has experienced a decline in visitor traffic compared to the second quarter of 2022. Tokopedia's Gross Transaction Value (GTV) experienced a decline in the first quarter of 2023 when compared to the second quarter of 2022. Researchers hypothesize that the fall may be attributed to trust, as trust is identified as the most pivotal factor in e-commerce that influences the customer's selection of an e-commerce platform. This study identifies the factors that influence trust, including security, privacy, and consumer satisfaction. This research employed a quantitative research strategy, utilizing a sample of 101 Gen Z customers from Tokopedia in the Jabodetabek area. The data was analyzed using Structural Equation Modeling with WarpPLS version 7.0. Research has demonstrated that Security and Privacy exert a substantial impact on Trust. Customer satisfaction is greatly influenced by both security and privacy. Customer Satisfaction significantly influences trust. The study also discovered that Trust is significantly influenced by Security and privacy, which Customer Satisfaction mediates. Customer satisfaction has a crucial role in determining the level of privacy and trust. This research offers valuable insights to Tokopedia, enabling them to enhance their security measures, privacy protocols, and customer satisfaction, ultimately fostering more trust among their customers.