The study, published in the Indonesian Journal of Advanced Research (IJAR), highlights the growing importance of cybersecurity and personal data protection as digital financial services become increasingly integrated into daily life. With millions of Indonesians relying on e-wallets for payments and money transfers, trust has emerged as a key factor determining whether users remain loyal to a platform.
Researchers Afrina Hera Rahmadini, Abhinaya, Waway Ratu Liyeu, Sabina Ghaliya Zahwa, Nazra Aisyiyah Azzahra, Dr. Onan Marakali Siregar, and Ummi Salamah Sitorus investigated how data privacy and concerns over data breaches influence customer trust among DANA users. The study focused on students from the Faculty of Social and Political Sciences at the University of North Sumatra.
Digital Wallet Adoption Continues to Rise
Indonesia's rapid digital transformation has accelerated the shift toward cashless transactions. DANA has become one of the country's most popular digital wallet platforms, especially among young people and university students, who use it for paying bills, buying mobile credits, and transferring money.
However, digital convenience also comes with risks. Users are required to provide sensitive information, including personal identities, phone numbers, and transaction histories. Such information has become a valuable target for cybercriminals and data misuse.
Survey Involved 106 Active DANA Users
The researchers employed a quantitative approach involving 106 students from the Faculty of Social and Political Sciences at the University of North Sumatra who actively use DANA.
Participants, aged between 17 and 25 years old, completed online questionnaires using a Likert scale. The responses were analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM) through SmartPLS 4.0 software.
Strong Privacy Protection Increases Customer Trust
The study found that data privacy has a positive and statistically significant impact on customer trust. The relationship coefficient reached 0.546, indicating that better privacy protection translates into higher confidence among users.
According to the researchers, safeguarding personal and financial information reduces users' perception of risk and creates a sense of security when conducting digital transactions. Consumers are more likely to trust a platform that demonstrates responsibility in handling confidential information.
Data Breach Concerns Reduce Confidence
In contrast, concerns over data breaches were found to negatively affect customer trust. The analysis showed a coefficient value of -0.266, confirming that fears regarding unauthorized access and misuse of personal information undermine users' confidence.
Participants indicated that data leak issues make them more cautious when using digital financial services. Some users even consider switching to competing platforms that are perceived to offer stronger security measures.
Key Findings of the Study
The research revealed several important conclusions:
- Data privacy positively and significantly influences customer trust.
- Data breach concerns negatively affect trust in digital wallet services.
- Users become more cautious following reports of data leak incidents.
- Security transparency is essential for maintaining consumer confidence.
- Fintech providers need to continuously improve cybersecurity systems and strengthen data protection policies.
Implications for Indonesia's Fintech Industry
The findings suggest that promotions, cashback programs, and convenience alone are not enough to ensure long-term customer loyalty. Trust has become a strategic asset in the digital economy, and protecting user data is increasingly seen as a competitive advantage.
Dr. Onan Marakali Siregar and his colleagues emphasized that digital financial service providers should continuously enhance system security and communicate their privacy policies more transparently. Such efforts are essential to maintaining customer trust and ensuring sustainable business growth.
The study also provides valuable insights for policymakers and regulators seeking to strengthen data governance and cybersecurity frameworks within Indonesia's rapidly expanding fintech sector.
Author Profile
Afrina Hera Rahmadini is a researcher from the University of North Sumatra. This collaborative study was conducted with Abhinaya, Waway Ratu Liyeu, Sabina Ghaliya Zahwa, Nazra Aisyiyah Azzahra, and Dr. Onan Marakali Siregar from the University of North Sumatra, together with Ummi Salamah Sitorus from the State Islamic University of North Sumatra.
Their research interests include social sciences, communication studies, consumer behavior, and the development of financial technology in Indonesia.
Source of Research
Volume 5, Number 6, 2026, Pages 771–786
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