Personal Data Protection Awareness Under Indonesia’s PDP Law: The Role of Privacy Concern, Digital Literacy, and Institutional Trust in Privacy Protection Behavior
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Abstract
The implementation of Law Number 27 of 2022 concerning Personal Data Protection represents a significant milestone in strengthening privacy governance in Indonesia. However, the continued occurrence of personal data breaches suggests that legal regulation alone is insufficient to promote responsible privacy protection behavior among digital users. This study aimed to develop an integrated behavioral model to explain privacy protection behavior among Indonesian digital users by combining Protection Motivation Theory, Privacy Calculus Theory, and Institutional Theory. A quantitative research design was employed, and the data were analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM). The findings revealed that digital literacy was the strongest predictor of perceived concern, which subsequently exerted the greatest influence on privacy protection behavior. These results highlight the importance of digital literacy in shaping privacy concerns and encouraging individuals to adopt protective behaviors in digital environments. This study contributes to the integration of motivational, economic, and institutional perspectives in explaining privacy protection behavior. Practically, the findings suggest that strengthening digital literacy, institutional trust, and privacy awareness is essential to promoting responsible data protection practices and supporting the effective implementation of Indonesia’s Personal Data Protection Law.
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