Data Vulnerability Dan Online Well-Being: Kajian Apco Framework Atas Privacy Concerns, Protective Actions, Dan Online Social Capital

Saraswati Kartika Sari, Yolanda Masnita, Husna Leila Yusran

Abstract


Penelitian ini berada pada ranah pemasaran digital dan perilaku konsumen dengan menitikberatkan pada hubungan antara data vulnerability, privacy concerns, privacy protection behaviours, online social capital, dan online well-being dalam kerangka APCO. Studi ini berangkat dari adanya ketidakkonsistenan temuan empiris mengenai pengaruh kerentanan data terhadap kesejahteraan daring, serta belum terjelaskannya secara memadai peran kekhawatiran privasi, modal sosial daring, dan perilaku perlindungan privasi yang bersifat reaktif maupun proaktif dalam hubungan tersebut. Untuk menjawab persoalan itu, penelitian ini mengembangkan model konseptual berbasis APCO dengan menempatkan online social capital sebagai variabel mediasi dan privacy protection behaviours sebagai mekanisme protektif. Model tersebut diuji secara empiris menggunakan Structural Equation Modeling (SEM-AMOS) terhadap 159 pengguna media sosial di Indonesia. Hasil penelitian menunjukkan bahwa data vulnerability berpengaruh positif dan signifikan terhadap privacy concerns, yang selanjutnya mendorong munculnya perilaku perlindungan privasi, baik reaktif maupun proaktif. Temuan juga memperlihatkan bahwa perlindungan privasi proaktif serta online social capital berpengaruh positif terhadap online well-being. Namun demikian, data vulnerability tidak terbukti menurunkan online social capital, dan online social capital juga tidak memediasi pengaruh negatif data vulnerability terhadap online well-being. Secara teoretis, penelitian ini memperkaya literatur mengenai kesejahteraan daring dan privasi digital dengan menunjukkan bahwa pengguna yang memiliki kecakapan digital mampu menjaga kesejahteraan daring melalui pengelolaan privasi yang terencana serta dukungan jejaring sosial online yang kuat. Selain itu, model penelitian terbukti memiliki tingkat kesesuaian yang memadai dengan instrumen yang valid dan reliabel, sehingga layak menjadi dasar bagi rekomendasi praktis.

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References


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DOI: https://doi.org/10.52643/jam.v16i3.8400

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