Consumer’s Privacy Perception in Online Shopping Behavior using E-Commerce Platform

Online shopping behavior has become a choice for digital society. This activity has become a trend as various platforms come out such as e-commerce. As most companies and consumers move online goods or services business, the issue of privacy has begun to crop up. Various studies have examined research on privacy issues in online shopping e.g e-commerce. Privacy has implications for e-commerce because when conducting consumer transactions, it should include their personal information, address, phone number, and credit card number. Privacy is a sociocultural perception, depending on the dominant values of a society. Thus consumers' views on privacy in the digital world can have different views based on the socio-cultural context. This research will focus on exploring consumer perceptions of privacy in online shopping behavior. Aspects of consumer perception include aspects of awareness of online privacy information, privacy risk protection behavior, acceptance to adopt e-commerce, and regulatory and policy knowledge. This research used descriptive research and had employed (18-25) years old respondents who are living in the cities of Jabodetabek (N= 30). They have diverse opinions about privacy security in e-commerce, most of which state that e-commerce security is not guaranteed but they still adopt. Consumers never experienced cybercrime which means that they continue to adapt e-commerce.