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Privacy Stress And Brand Trust Implication on Continuous Online Buying Intention

Irfan Hassandi Universitas Dinamika Bangsa Mira Gustiana Pangestu Universitas Dinamika Bangsa Yosi Fadillah Universitas Dinamika Bangsa DOI: https://doi.org/10.37034/infeb.v7i4.1309 Keywords: Privacy Stress, Brand Trust, Continuous Buying, Digital Consumer Behavior, Buying Intention Abstract This study investigates how psychological and trust-related factors influence continuous online buying intention among consumers in Jambi City, Indonesia. The research integrates perceived internet risk, consumer self-efficacy, and platform trust as exogenous variables, with privacy stress and brand trust serving as mediating constructs. A quantitative research design was applied, and data were collected through an online survey of 384 active e-commerce users in Jambi. The dataset was analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM) to examine both direct and indirect relationships among variables. The results show that perceived internet risk significantly increases privacy stress but does not directly diminish brand trust. Consumer self-efficacy and platform trust positively influence brand trust, although neither directly reduces privacy stress. Brand trust emerges as the most influential factor in shaping continuous online buying intention, whereas privacy stress shows no significant direct effect. However, both mediators privacy stress and brand trust play significant indirect roles, transmitting the influence of risk perception, digital confidence, and platform credibility toward behavioral loyalty. The model demonstrates substantial explanatory power, confirming its robustness and predictive validity. Overall, the findings highlight that sustained online purchasing behavior in Jambi’s digital market depends not only on technological reliability but also on emotional assurance and brand credibility. 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DOI: https://doi.org/10.51158/ekuivalensi.v8i1.653 . Ringle, C. M., Sarstedt, M., Mitchell, R., & Gudergan, S. P. (2020). Partial Least Squares Structural Equation Modeling in HRM Research. International Journal of Human Resource Management, 31(12), 1617–1643. DOI: https://doi.org/10.1080/09585192.2017.1416655 .	Download Published 2025-12-27 Issue Vol. 7, No. 4 (December 2025) Section Articles How to Cite Hassandi, I., Pangestu, M. G., & Fadillah, Y. (2025). Privacy Stress And Brand Trust Implication on Continuous Online Buying Intention. Jurnal Informatika Ekonomi Bisnis, 7(4), 929-937. https://doi.org/10.37034/infeb.v7i4.1309 ACM ACS APA ABNT Chicago Harvard IEEE MLA Turabian Vancouver Download Citation Endnote/Zotero/Mendeley (RIS) BibTeX This work is licensed under a Creative Commons Attribution 4.0 International License.

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