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"Pentingnya big data di era digital yang semakin berkembang membuat semakin bertumbuhnya perusahaan-perusahaan berbasis teknologi, salah satunya adalah e-commerce. McKinsey menyatakan bahwa pertumbuhan industri e-commerce meningkat delapan kali lipat pada periode 2017 sampai 2022 yang nilainya akan mencapai 65 miliar USD. Pemanfaatkan big data yang dilakukan oleh perusahaan berbasis teknologi seperti e-commerce memiliki banyak kelebihan, namun tidak luput dari kekurangan, salah satunya adalah masalah pelanggaran privasi. Data yang dikumpulkan, digunakan, dan diakses tanpa persetujuan pemilik data akan menimbulkan masalah pelanggaran privasi dan meningkatkan privacy concern/kekhawatiran individu terhadap data pribadi mereka. Penelitian ini dilakukan dengan tujuan untuk mengetahui apakah privacy concern konsumen yang mengetahui/pernah menggunakan e-commerce dapat mempengaruhi niat membeli (purchase intention) mereka di platform tersebut. Penelitian yang dilakukan kepada 345 responden Indonesia melalui kuesioner yang disebarkan secara daring ini dilakukan dengan menggunakan metode pengolahan data Structural Equation Modelling (SEM) dan perangkat lunak LISREL. Hasil penelitian ini menujukkan bahwa konsumen Indonesia merasa khawatir dengan adanya kemungkinan pelanggaran privasi, namun, hal ini tidak mempengaruhi tingkat kepercayaan dan juga sikap mereka terhadap e-commerce. Kepercayaan dan sikap konsumen hanya ditentukan oleh nilai manfaat (perceived benefit) mereka. Faktor risiko (perceived risk) tidaklah mempengaruhi tingkat kepercayaan dan sikap konsumen, tetapi langsung mempengaruhi niat membeli konsumen. Hal ini menunjukkan bahwa perceived benefit dapat membantu membangun purchase intention konsumen, namun, perceived risk akan tetap menjadi pertimbangan bagi konsumen ketika mereka melakukan pembelian di e-commerce.

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Big data is very important in the growth of the digital era and that is why technology-based companies are growing right now, one of which is e-commerce. McKinsey stated that the growth of the e-commerce industry will increase eight times in the period 2017 to 2022 which will reach USD 65 billion valuation. The use of big data by technology-based companies such as e-commerce has many advantages, but it is still having weaknesses, one of which is privacy violation. Data that is collected, used, and accessed without the consent of the data owner will create privacy infringement issues and increase individual privacy concerns. This study was conducted to know whether the privacy concerns of consumers who know/have used e-commerce can affect their purchase intention in the platform. The research, which was conducted on 345 Indonesian respondents through an online survey, was run using the Structural Equation Modelling (SEM) and the LISREL software. The results of this study indicate that Indonesian consumers are worried about possible privacy violations, but this does not affect their level of trust and their attitude towards e-commerce. Consumers' beliefs and attitudes are only determined by their perceived benefits. Their perceived risk does not affect the level of trust and consumer attitudes, but directly affects the consumer's purchase intention. This shows that the perceived benefits can help build consumers’ purchase intentions, but the consumers’ perceived risk will still be one of their considerations only when they make purchases in e-commerce. "