The Impact of Data Privacy and Data Breach Issues on Customer Trust Among DANA App Users: A Study of Social and Political Science Students at the University of North Sumatra

Afrina Hera  Rahmadini; Abhinaya; Waway Ratu  Liyeu; Sabina Ghaliya  Zahwa; Nazra Aisyiyah  Azzahra; Onan Marakali  Siregar; Ummi Salamah  Sitorus

doi:10.55927/ijar.v5i6.16697

Authors

Afrina Hera Rahmadini Universitas Sumatera Utara
Abhinaya Universitas Sumatera Utara
Waway Ratu Liyeu Universitas Sumatera Utara
Sabina Ghaliya Zahwa Universitas Sumatera Utara
Nazra Aisyiyah Azzahra Universitas Sumatera Utara
Onan Marakali Siregar Universitas Sumatera Utara
Ummi Salamah Sitorus Universitas Islam Negeri Sumatera Utara

DOI:

https://doi.org/10.55927/ijar.v5i6.16697

Keywords:

Data Privacy, Customer Trust, Data Leak, Fintech, E-Wallet

Abstract

The rapid development of financial technology has increased the use of digital wallets (e-wallets) such as DANA among university students. However, the use of digital financial services also raises concerns regarding data privacy and data breach issues. This study aims to analyze the effect of data privacy and data breach issues on customer trust in the DANA application. This research employed a quantitative approach using purposive sampling techniques. The sample consisted of 106 students from the Faculty of Social and Political Sciences, Universitas Sumatera Utara, who actively use the DANA application. Data were collected through online questionnaires using a Likert scale and analyzed using the Partial Least Squares Structural Equation Modeling method with SmartPLS 4.0 software. The findings indicate that data privacy has a positive and significant effect on customer trust. In contrast, data breach issues have a negative and significant effect on customer trust. These findings demonstrate that privacy protection and data security are important factors in maintaining users’ trust in digital wallet services. Therefore, fintech service providers need to improve system security and enhance transparency in data protection to maintain consumer trust.

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