<![CDATA[This study examines the effect of data privacy concerns on online purchase intention and investigates the moderating role of brand trust in the context of e-commerce. The research focuses on digital consumers in the Indonesia–Malaysia border area, which differs from urban regions in terms of socioeconomic conditions and digital infrastructure. A quantitative approach was employed using a survey of 150 e-commerce users in North Kalimantan. Data were analyzed through Partial Least Squares–Structural Equation Modeling (PLS-SEM) to assess the relationships among variables and the proposed moderation effect.The findings reveal that data privacy concerns significantly influence online purchase intention. Moreover, brand trust significantly moderates this relationship by weakening the effect of data privacy concerns on online purchase intention. These results highlight that consumers’ trust in a brand’s security, integrity, and reputation plays a crucial role in shaping purchasing decisions on e-commerce platforms.This study is limited to respondents in the North Kalimantan border area; therefore, caution is needed in generalizing the findings. Practically, the results suggest that e-commerce providers and policymakers should enhance data privacy protection and strengthen brand trust to increase digital consumer participation and transactions.]]>
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