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All Journal International Journal of Management Research and Economics
Yuni Anggriani Soeryohendro
Universitas 17 Agustus 1945
Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

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The Effects of Multi-Factor Authentication, Data Encryption, and Digital Reputation on E-Commerce User Trust Yuni Anggriani Soeryohendro; Muchayatin Muchayatin; Andalan Tri Ratnawati; Agung Wibowo
International Journal of Management Research and Economics Vol. 4 No. 3 (2026): August : International Journal of Management Research and Economics
Publisher : Institut Teknologi dan Bisnis (ITB) Semarang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.54066/ijmre-itb.v4i3.4909

Abstract

This study examines the trust of Shopee e-commerce users in Semarang City in the face of increasing digital transactions and information security risks. The research problem stems from the inconsistent findings of previous studies regarding the role of digital security and reputation in shaping user trust, as well as the limited number of studies that simultaneously examine multi-factor authentication, data encryption, and digital reputation. This study aims to analyze the influence of these three variables on Shopee users' trust. The method used is a quantitative approach involving a questionnaire survey of 111 respondents selected through purposive sampling. The data were analyzed using multiple linear regression with the aid of SPSS 25. The results indicate that data encryption and digital reputation have a positive and significant effect on user trust, whereas Multi-Factor Authentication does not have a significant partial effect. These findings suggest that users place greater emphasis on data protection, privacy policy transparency, service quality, ratings, reviews, and the platform's image when building trust. Therefore, Shopee needs to strengthen its data encryption and digital reputation, while maintaining Multi-Factor Authentication as a basic security standard to protect user accounts.
Co-Authors Agung Wibowo Andalan Tri Ratnawati Muchayatin Muchayatin