The Influence of Security and Privacy on Gen Z Trust in Indonesian E-Commerce

In the digital era, numerous organizations and businesses are attempting to influence teenagers to make purchases of their products. In this context, a business needs to gain trust to attract customers in the transaction process. This research aims to examine the relationship between the influences of Security and Privacy on the Trust of Gen Z in Indonesian E-commerce. The research method employed is quantitative. This study involves 400 respondents who are Gen Z consumers (born between 1997-2012) frequently engaging in transactions through e-commerce platforms. The data processing utilized the Partial Least Square - Structural Equation Model (PLS-SEM). The results indicate that Security and Privacy each have a positive and significant influence on Trust.