Purpose of the study: The purpose of this study is to determine whether privacy perceptions have an effect on shopping decisions through shopping behaviour in Indonesian e-commerce.
Methodology: This is a quantitative research using the SEM-PLS method and its purpose is for exploratory research with Millennials (aged 22-37) and Baby Boomers (53- 72) as respondents. Out of 178 questionnaires, 155 of them can proceed.
Main Findings: Privacy perceptions affect millennials and baby boomers in their online shopping decision. Privacy Risk Company shall provide more information about how the companies secure consumers’ data.
Applications of this study: In Indonesian e-commerce, the company needs to reduce transaction risk by giving money compensation or money-back guarantee to the customers if something happens throughout the transaction process. Besides that, Indonesian e-commerce needs to improve their website design and more information to the customer.
Novelty/Originality of this study: Comparison between Millenials and baby boomers’ privacy perceptions through shopping behaviour in Indonesia e-commerce website.
Marketing strategy in E-Commerce companies is very important thing because along with the globalization, marketing also changed the way marketing used to be. E-Commerce can reach their consumers widely, so they need to approach their customer more with their strength and benefit especially in privacy concern (Bruseke, 2016). E-Commerce in Indonesia is growing up so fast because Indonesian people have a tendency to find cheaper prices and ease of shopping. E-Commerce business with a good marketing strategy focused on this demography should result in stable returns over the next few decade. Millennials are more dependent on their gadget. So it’s very easy for millennial to access application to buy something from the internet. It’s also obvious that millennials have a different approach to shopping with the baby boomers. Millennials prefer more affordable price tag and fast shipping. Along with that baby boomers don’t really mind about the price.
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