THE EFFECT OF PERCEIVED PRIVACY, SECURITY, AND TRUST ON THE CONTINUANCE INTENTION TO USE SOCIAL NETWORKING SERVICES (A Study on Meta’s Social Networks)

Hicham Riache, Mahir Pradana

Abstrak


Web 2.0 telah menjadikan layanan jejaring sosial (SNS) sebagai bentuk vital komunikasi manusia. Banyak faktor yang telah membentuk perilaku media sosial pelanggan di platform ini dari waktu ke waktu. Privasi, keamanan, dan kepercayaan adalah pilar utama yang menentukan penerimaan konsumen terhadap teknologi yang mengakses data mereka, seperti layanan jejaring sosial. Karena platform media sosial Meta, Facebook, Instagram, dan WhatsApp adalah yang paling populer, mereka digunakan untuk mempelajari hubungan antara Perceived Privacy, Security, dan Continuance Use Intention yang dimediasi oleh Trust. Oleh karena itu, penelitian ini bertujuan untuk mempelajari bagaimana persepsi privasi, keamanan, kepercayaan, dan kelanjutan penggunaan di SNS Meta dan mengeksplorasi hubungan di antara mereka. Penelitian ini bersifat kuantitatif dengan metode deskriptif sederhana. Sampel yang digunakan untuk penelitian ini adalah 209 responden yang pernah atau sedang menggunakan platform jejaring sosial Meta. Data dianalisis menggunakan analisis deskriptif dan teknik Structural Equation Modeling (SEM). Temuan penelitian ini menunjukkan bahwa Perceived Privacy, Security, dan Trust berpengaruh signifikan terhadap Continuance Use Intention. Kepercayaan sebagai variabel mediator berpengaruh signifikan terhadap hubungan antara Perceived Privacy dan Perceived Security terhadap Continuance Use Intention.

 

Web 2.0 has made social networking services (SNSs) a vital form of human communication. Numerous factors have shaped customer social media behaviour on these platforms over time. Privacy, security, and trust are the main pillars determining consumer acceptance of technologies that access their data, such as social networking services. Since Meta's social media platforms, Facebook, Instagram, and WhatsApp are the most popular, they are used to study the relationship between Perceived Privacy, Security and Continuance Use Intention mediated by Trust. Therefore, this research aims to study how privacy, security, trust, and continuance use intention in Meta’s SNSs are perceived and explore their relationship. This study is quantitative with a simple descriptive method. The sample used for this research is 209 respondents who have previously used or are currently using Meta’s social networking platforms. The data is analyzed using descriptive analyses and the Structural Equation Modelling (SEM) technique. The findings of this study show that Perceived Privacy, Security, and Trust have a significant effect on Continuance Use Intention. Trust as the mediator variable significantly affects the relationship between Perceived Privacy and Perceived Security to the Continuance Use Intention.


Kata Kunci


Perceived Privacy, Perceived Security, Trust, Continuance Use Intention, Social Networking Platforms, Meta, Facebook, Instagram, WhatsApp

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Referensi


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DOI: https://doi.org/10.24198/responsive.v5i2.43814

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