<![CDATA[As the flagship digital financial service application of PT Pos Indonesia, Pospay faces challenges in maintaining sustainable usage rates. This study aims to analyze the effects of ads personalization relevance and privacy transparency on the continuance intention of Pospay users, while testing the moderating role of data privacy concern. A quantitative approach was applied by collecting data through questionnaires distributed to active Pospay users. Data analysis utilized variance-based structural equation modeling to evaluate both measurement and structural models. The empirical results reveal that privacy transparency exerts a positive and highly significant effect on continuance intention, whereas ads personalization relevance demonstrates no significant impact. Furthermore, interaction tests confirm that data privacy concern does not moderate the relationship between the independent variables and user continuance intention. The implication of this study suggests that Pospay users possess a utilitarian orientation focused on core service functionalities. Therefore, the company is advised to prioritize privacy transparency as a fundamental hygiene factor to maintain digital loyalty, rather than relying solely on personalized advertising features.]]>
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