<![CDATA[Personal data protection has become a crucial issue in the financial sector as banking, fintech, and insurance services become increasingly digitized. This study aims to analyze the role of Routine Activity Theory (RAT) through three factors: motivated offender, suitable target, and capable guardianship, in improving the effectiveness of personal data protection. A quantitative method was used with a population of employees directly involved in personal data management, and 233 respondents were obtained through purposive sampling. Multiple regression analysis using SPSS showed that the three RAT constructs had a significant effect, with the capable guardianship factor having the strongest coefficient. The findings emphasize the importance of monitoring, access control, and risk mitigation against data leaks. The implication for financial institutions is the need to develop information security management strategies based on actor behavior, target vulnerability, and supervision mechanisms to increase public trust and digital resilience in the era of digital financial transformation.]]>
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