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All Journal International Journal of Social and Education (INJOSEDU)
Hairul Hatami
Master of Management Program, Faculty of Economics and Business, Lambung Mangkurat University, Indonesia

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WHEN DATA SECURITY BUILDS TRUST BUT RESTRAINS PURCHASE DECISIONS Hairul Hatami
INJOSEDU: International Journal of Social and Education Vol. 3 No. 7 (2026): International Journal of Social and Education (INJOSEDU)
Publisher : Adisam Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.5281/zenodo.23102957

Abstract

Artificial intelligence (AI)-personalized advertising relies on extensive consumer data, making data security a critical factor in shaping trust and purchasing responses. This study examines how perceived data security simultaneously influences consumer trust and purchase decision in AI-personalized advertising on Instagram. Using a quantitative explanatory survey, data were collected from 300 Generation Z Instagram users in Indonesia and analyzed with PLS-SEM using SmartPLS 4. The article focuses on the data-security pathway within the original structural model. The results show that perceived data security is positively associated with consumer trust (β = 0.286, p < 0.001), while consumer trust is positively associated with purchase decision (β = 0.195, p = 0.001). Perceived data security also has a positive indirect association with purchase decision through consumer trust (β = 0.056, p = 0.002). However, its direct association with purchase decision is negative and significant (β = −0.090, p = 0.043). These opposing pathways indicate competitive or inconsistent mediation. The findings suggest a security–trust–behavior asymmetry, showing that favorable security perceptions can strengthen trust without producing an equally positive direct behavioral response.
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