CONSUMER PRIVACY CONCERNS AND ACCEPTANCE OF AI DRIVEN MARKETING IN INDONESIAN E-COMMERCE

• Main Author: Muhammad Daffa, Raden
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/85719
• Institution: Institut Teknologi Bandung

This study investigates the impact of AI-driven marketing on consumer privacy concerns and acceptance within the Indonesian e-commerce sector. As AI becomes increasingly integrated into marketing strategies, consumer data privacy concerns have escalated. The research assesses consumer awareness and the influence of perceived benefits and risks on the acceptance of AI-driven marketing. A quantitative survey was administered to Indonesian e-commerce users to analyze their concerns, awareness, and behavioral intentions regarding AI-based marketing. Key findings indicate significant consumer concern about data privacy, with trust in AI-driven platforms influenced by perceived benefits and risks. The study concludes that transparency, robust privacy measures, and compliance with data protection regulations are essential to foster consumer trust and acceptance of AI-driven marketing in Indonesia. These findings offer valuable insights for e-commerce companies, policymakers, and stakeholders in the Indonesian market.