Understanding the Customers’ Perception in Motorcycle Ride-Sharing on Personal Data Protection

Personal Data Protection is governed by the laws of the Republic of Indonesia. The regulation must also be obeyed by motorcycle ride-sharing service. It is important to know the customers’ perception of personal data protection since it will affects the customers’ intention to provide their personal data when using the services. An analysis was conducted using quantitative methods and PLS-SEM to determine this case. 253 ride-sharing customers were hired as respondents who tested by several variables: privacy violation experiences, privacy concerns, risk beliefs, trusting beliefs, and behavioral intentions. As the results, a personal data violation experience does not negatively affect customers’ privacy concerns. However, the privacy concerns do not negatively affect the level of customers’ trust and the desire to provide personal data. It has a positive effect on the potential perceived risk. This study recommends ride-sharing providers to develop their data protection, improve privacy policies, and provides access control for customers.