The Influence of Privacy Concern, Perceived Risk, and Trust on Repurchase Intention Among Shopee Users Through Customer Satisfaction

Copyright © ISRG Publishers. All rights Reserved. DOI: 10.5281/zenodo.18029108 287 ISRG PUBLISHERS Abbreviated Key Title: Isrg J Econ Bus Manag ISSN: 2584-0916 (Online) Journal homepage: https://isrgpublishers.com/isrgjebm/ Volume – III Issue - VI (November-December) 2025 Frequency: Bimonthly The Influence of Privacy Concern, Perceived Risk, and Trust on Repurchase Intention Among Shopee Users Through Customer Satisfaction Aulia Firda Wahyu Ningtias1*, Diah Yulisetiarini2, Elok Sri Utami3 1, 2, 3 Faculty of Economics and Business, University of Jember, Indonesia | Received: 17.12.2025 | Accepted: 22.12.2025 | Published: 23.12.2025 *Corresponding author: Aulia Firda Wahyu Ningtias Faculty of Economics and Business, University of Jember, Indonesia INTRODUCTION The development of digital technology has brought significant changes to people's activities, including consumption behavior. Wider internet access has encouraged people to connect digitally in various activities. APJII (2025) data shows that the number of internet users in Indonesia will increase from 221 million in 2024 to 229 million in 2025, with a penetration rate of 80.66%. This growth opens up enormous opportunities for the digital sector, especially e-commerce, which is increasingly in demand due to its convenience, efficiency, competitive prices, and logistical support. The Covid-19 pandemic has also accelerated the adoption of online shopping and corporate digital transformation (Pantano et al., 2020), as well as bringing about long-term changes in consumer behavior that demand a safe and convenient digital experience (Sheth, 2020). Abstract This research aims to identify the influence privacy concerns, perceived risk, and trust on repurchase intention among Shopee users through customer satisfaction. The type of research used is explanatory research. The sampling technique in this study uses non-probability sampling with a purposive sampling method. The research instrument is a questionnaire distributed online with a sample size of 384 respondents. The data analysis method used is Partial Least Square (PLS) Smart-PLS 4.0 software. The results of this study indicate that: (1) Privacy Concern has no significant effect on Customer Satisfaction; (2) Perceived Risk has a significant effect on Customer Satisfaction; (3) Trust has a significant effect on Customer Satisfaction; (4) Privacy Concern has no significant Repurchase Intention; (5) Perceived Risk has no significant Repurchase Intention; (6) Trust has a significant effect on Repurchase Intention; (7) Customer Satisfaction has a significant effect on Repurchase Intention. Keywords: Privacy Concern; Perceived Risk; Trust, Customer Satisfaction; Repurchase Intention Copyright © ISRG Publishers. All rights Reserved. DOI: 10.5281/zenodo.18029108 288 East Java is a relevant region to study because it has the secondlargest population nationally and a highly heterogeneous market. Based on data from BPS (2025), this province also has the secondlargest number of e-commerce businesses in Indonesia, reflecting the strong dynamics of digital economic development. These conditions make East Java a representative region for research on e-commerce market growth and behavior. Shopee has grown rapidly and become the e-commerce platform with the highest number of visits in Indonesia. As of January 2025, Shopee recorded 157.4 million visits, far surpassing Tokopedia, Lazada, and Blibli (Ahdiat, 2025). Shopee's advantages are driven by features that make it easy for consumers, such as free shipping, a practical payment system, and attractive promotions and discounts. The high penetration of the internet in Indonesia has also strengthened its position as a platform that is in demand by various segments of society while playing a role in empowering MSMEs through the expansion of digital market access. However, the growth of e-commerce has also been accompanied by increasing public concern about personal data security (privacy concerns). Data leaks that have occurred on several large platforms such as BukaLapak (2019), Tokopedia and Lazada (2020), as well as data misuse on the Shopee Pay-Later service in 2021 have raised public concern (Malia, 2021). As the market leader, Shopee has also come under scrutiny regarding data security issues, which could ultimately affect consumer trust and decisions when conducting digital transactions. This study uses the Stimulus-Organism-Response (SOR) Theory to explain how privacy concerns, perceived risk, and trust as stimuli affect customer satisfaction as an organism, which ultimately impacts repurchase intention as a user behavior response. The SOR Theory asserts that consumer responses are not only triggered by external factors directly, but through a psychological evaluation process that affects the internal condition of users before behavior is formed. Privacy concerns refer to consumers' worries about how their personal data is collected, used, and stored by digital platforms (Alkis & Kose, 2022). In the context of Shopee, privacy policies seek to protect user data, but individuals' perceptions of data security still influence satisfaction and repurchase intent. Previous studies have shown inconsistent results: Lolika (2021) found that privacy concerns significantly affect customer satisfaction, while Mofokeng (2021) stated the opposite; Similarly, regarding repurchase intention, several studies show a significant influence (Trivedi, 2018; Trivedi & Yadav, 2020; Lolika, 2021; Putri & Fachira, 2023; Sutrisno, 2023), but Pangestu & Setiyaningrum (2023) report no significant influence. These varying findings indicate the need for further study. Perceived risk describes consumers' perceptions of uncertainty and potential losses when transacting online. According to Mitchell (1999), consumers tend to avoid mistakes rather than pursue profits, so high risks can reduce satisfaction. Shopee seeks to reduce perceived risk through protection features such as moneyback guarantees and transparent rating systems. Research by Ghotbabadi et al. (2016), Tandon et al. (2018), and Firdaus et al. (2023) shows a significant effect of perceived risk on customer satisfaction, but Bernarto et al. (2022) and Hipólito et al. (2025) found different results. Regarding the repurchase intention variable, studies by Chen & Chen (2019), Lukito & Ikhsanb (2020), and Diyanto et al. (2021) show a significant influence, while the study by Nisaa & Susanto (2021) finds no significant influence. This inconsistency emphasizes the urgency of further research. Trust is a crucial element in building sustainable relationships between consumers and digital platforms. Shopee enhances trust through its Shopee Guarantee feature, transparent reviews, responsive customer service, and the presence of Shopee Mall as a form of quality assurance. The influence of trust on customer satisfaction has been proven in studies by Jin et al. (2016) and Yulisetiarini et al. (2023), but this contradicts the findings of Juwaini et al. (2022) and Wiwiek (2022), who state that there is no significant influence. Regarding repurchase intention, most studies show a significant influence (Sullivan & Kim, 2018; Zhu et al., 2020; Yulisetiarini et al., 2021; Prahiawan et al., 2021; Rahmania & Wahyono, 2022), although some studies such as Putri et al. (2019) and Putri & Fachira (2023) show different results. Customer satisfaction arises when consumers feel that their expectations match the performance provided (Yulisetiarini et al., 2023). When expectations regarding the goods or services purchased are met, consumers will feel satisfied. Conversely, if consumer expectations are not met, they will feel disappointed. On digital platforms such as Shopee, customer satisfaction is influenced by a smooth user experience, ease of navigation, speed of service, transaction security, and the quality of the products or services provided. The importance of customer satisfaction lies in the company's ability to influence post-purchase behavior. According to Miao et al. (2021), consumers who have a positive experience after making a purchase will be motivated to make a repurchase intention. In line with research conducted by Yulisetiarini et al. (2017), Miao et al. (2021), Yulisetiarini et al. (2023), Afinia & Tjahjaningsih (2024), and Soeharso (2024) state that customer satisfaction has a significant effect on repurchase intention. In contrast, research conducted by Chen & Chen (2017) and Kusuma et al. (2021) found that customer satisfaction does not have a significant effect on repurchase intention. Repurchase intention is a psychological behavior and one of the main drivers that motivate consumers to continue purchasing goods or services (Trivedi, 2018). Repurchase intention on digital platforms such as Shopee refers to consumers' tendency to make repeat purchases in the future after making a previous transaction. When Shopee successfully guarantees data security, minimizes the risk of fraud, builds trust through quality services, and is able to meet customer expectations, consumers' tendency to repurchase will be higher. Based on existing phenomena, even though Shopee continues to experience an increase in the number of users, issues related to privacy, transaction risks, and consumer trust are still important concerns, while previous research results show a research gap. This study was conducted to fill this gap by analyzing the influence of privacy concerns, perceived risk, and trust on repurchase intention among buyers who use Shopee through customer satisfaction. LITERATURE REVIEW Privacy Concern Privacy concerns refer to the level of concern individuals have about the collection, storage, and potential misuse of personal information (Harborth & Pape, 2019). Individuals with high levels of concern will be more cautious in using digital services because they view personal data as sensitive information that must be protected from unauthorized access, non-transparent use, and Copyright © ISRG Publishers. All rights Reserved. DOI: 10.5281/zenodo.18029108 289 potential exploitation by third parties. In the context of economics and business, privacy concerns are an important factor that influences consumer trust and their willingness to participate in online activities (Alhitmi et al., 2024). Perceived Risk Perceived Risk is defined as the uncertainty felt by consumers when they cannot predict the consequences of their purchasing decisions (Tho et al., 2017). This risk is subjective because it is influenced by personal experience, available information, and the level of trust in the service provider. Trust Trust is defined as an individual's willingness to depend on another party with the belief that the party will act in the interests of the trustor, despite uncertainty and limited control (Ashiq & Hussain, 2024). In the digital context, trust is a crucial element because it reflects consumers' confidence in the security and reliability of platforms when conducting online transactions, thus playing an important role in reducing risk perception and encouraging user engagement (Yusuf et al., 2023). Customer Satisfaction Customer satisfaction is the degree of conformity between consumers' perceived performance and their expectations (Kotler & Armstrong, 2018). This satisfaction is an important factor in maintaining competitive advantage because it reflects the accumulation of customer experiences (Tzavlopoulos et al., 2019). Satisfied customers tend to make repeat purchases and share their positive experiences with other consumers. Repurchase Intention Repurchase intention is a psychological behavior that encourages consumers to repurchase the same product or service (Trivedi & Yadav, 2018). In line with Prahiawan et al. (2021), this intention reflects an individual's evaluation of their repurchase decision based on the conditions and experiences they have encountered. Satisfaction or dissatisfaction after purchase is a factor that influences the emergence of this intention. Thus, repurchase intention can be understood as the consumer's desire to make a repeat purchase after experiencing the benefits and positive value of the product or service. Fig 1. Conceptual Framework Hypothesis Development The Influence of Privacy Concerns on Customer Satisfaction Privacy concerns refer to the level of concern individuals have about how their personal information is collected, used, and disseminated by third parties (Xie & Karan, 2019). The higher the privacy concerns of users, the lower their level of customer satisfaction with digital platforms. Research conducted by Lolika (2021) shows that privacy concerns have a significant effect on customer satisfaction. Therefore, the hypothesis in this study can be formulated as follows: Privacy concerns have a significant effect on customer satisfaction. The Influence of Perceived Risk on Customer Satisfaction Perceived risk is the level of uncertainty felt by consumers due to their inability to predict the impact or consequences of their purchasing decisions (Schiffman & Wiseblit 2015:215). Consumers perceive risk in the online transaction process, which can reduce their level of satisfaction with the services provided. Research conducted by Ghotbabadi et al. (2016), Tandon et al. (2018), and Firdaus et al. (2023) shows that perceived risk has a significant effect on customer satisfaction. Based on the results of the above studies, the following hypothesis can be formulated: H2: Perceived risk has a significant effect on customer satisfaction. The Influence of Trust on Customer Satisfaction Trust can be defined as consumer confidence in the integrity, capabilities, and good intentions of sellers or platforms used in digital transactions (Sun et al., 2023). When consumers feel confident that a company is acting honestly, transparently, and consistently, they tend to be more satisfied because their experience meets or exceeds their expectations. Research conducted by Jin et al. (2016) and Yulisetiarini et al. (2023) states that trust has a significant effect on customer satisfaction. Based on the results of the above research, the following hypothesis can be formulated: H3: Trust has a significant effect on customer satisfaction. The Influence of Privacy Concerns on Repurchase Intention Privacy concerns in the digital realm are users' feelings about the potential risks and discomfort associated with the collection, use, and dissemination of their personal information by companies (Bandara et al., 2021). Research conducted by Trivedi (2018), Trivedi & Yadav (2020), Lolika (2021), Putri & Fachira (2023), and Sutrisno (2023) found that privacy concerns have a significant effect on repurchase intention. Based on the results of previous studies, the following research hypothesis can be formulated: H4: Privacy concerns have a significant effect on repurchase intention. The Influence of Perceived Risk on Repurchase Intention Perceived risk is consumers' subjective perception of various possibilities and negative impacts that may occur when shopping online. Consumers feel that online transactions are risky, so they tend to be reluctant to make repurchase intentions. Conversely, when companies succeed in minimizing consumers' perceived risk through quality assurance and good reputation, this will encourage repurchase intention. Research conducted by Chen & Chen (2019), Diyanto et al. (2021), Lukito & Ikhsanb (2020), Martin et al. (2015), Rasum (2024), Tho et al. (2017) and Yuniarti et al. (2022) Copyright © ISRG Publishers. All rights Reserved. DOI: 10.5281/zenodo.18029108 290 revealed that perceived risk has a significant effect on repurchase intention. Based on the results of the above studies, the following hypothesis can be formulated: H5 : Perceived risk has a significant effect on repurchase intention. The Influence of Trust on Repurchase Intention Trust is consumers' belief that a digital platform provides reliable services that meet their expectations without any intention to harm consumers (Jayaputra et al., 2022). This trust is formed through the accumulation of positive experiences of users when conducting transactions and interacting with services on the selected platform. The results of studies conducted by Dewi et al. (2020), Diyanto et al. (2021), Yulisetiarini et al. (2021), Prahiawan et al. (2021), Purnamasari & Suryandari (2023), Rahmania & Wahyono (2022), and Sullivan & Kim (2018) show that trust has a significant effect on repurchase intention. Based on the above research results, the following hypothesis can be formulated: H6: Trust has a significant effect on repurchase intention. The Influence of Customer Satisfaction on Repurchase Intention Customer satisfaction is the customer's perception of the performance of a product or service in relation to their expectations (Schiffman & Wiseblit 2015:13). Customer satisfaction can be said to be one of the main factors in maintaining a sustainable relationship between consumers and online shopping platforms. When customer satisfaction is met based on previous purchasing experiences, this will encourage repurchase intention. Research conducted by Yulisetiarini et al. (2017), Miao et al. (2021), Yulisetiarini et al. (2023), Afinia & Tjahjaningsih (2024), and Soeharso (2024) states that customer satisfaction has a significant effect on repurchase intention. Based on the results of the above studies, the following hypothesis can be formulated: H7: Customer satisfaction has a significant effect on repurchase intention. RESEARCH METHOD This research is designed to solve problem based on the phenomena in the object study. The population of this study includes people in East Java who have made transactions on Shopee so that respondents have real experience and are able to provide relevant answers. The sample was determined using a nonprobability sampling method with a purposive sampling technique, namely selecting respondents who meet the criteria, namely individuals who have made purchases on Shopee in the last six months so that their shopping experience is still current. Variable measurement used a 1–5 interval Likert scale because the research indicators were based on the perceptions and attitudes of the respondents. The collected data were analyzed with SEM-PLS using the Smart-PLS 4.0 software. DATA ANALYSIST Characteristic of Respondents This study obtained 384 respondents. Where males are 101 respondents (26,3%) and females are 283 respondents (73,7%). It found 265 respondents were aged 17-24 (69%), 110 respondents were aged 25-32 (28,6%), 4 respondents were aged 33-40 (1%), and then there where 5 respondents aged over 40 years (1,3%). The frequency of buyers who used Shopee in the last 6 months in the study, with the majority using it more than 3 times, had a fairly high percentage of 76%, followed by 2-3 times (22.9%) and 1 time (1%). In terms of occupation, respondents were predominantly students (69%), followed by private sector employees (19.8%), entrepreneurs (4.9%), housewives (4.2%), and civil servants (2.1%). Validity Test Tabel 1. Validity Test Result Variable Item Outer Loading Information Privacy Concern PC1 0.800 Valid PC2 0.786 Valid PC3 0.810 Valid PC4 0.712 Valid PC5 0.769 Valid Perceived Risk PR1 0.837 Valid PR2 0.835 Valid PR3 0.724 Valid Trust T1 0.855 Valid T2 0.848 Valid T3 0.784 Valid Customer Satisfaction CS1 0.850 Valid CS2 0.866 Valid CS3 0.892 Valid Repurchase Intention RI1 0.836 Valid RI2 0.862 Valid RI3 0.777 Valid RI4 0.732 Valid Source: Processed Primary Data (2025) Based on the table 1, all variables meet the requirements and are considered valid. Therefore, the variables can be used for further testing. Reliability Test Tabel 2. Reliability Test Result Variable Cronbach's alpha Information Privacy Concern 0.838 Reliable Perceived Risk 0.724 Reliable Trust 0.775 Reliable Customer Satisfaction 0.838 Reliable Repurchase Intention 0.816 Reliable Copyright © ISRG Publishers. All rights Reserved. DOI: 10.5281/zenodo.18029108 291 Source: Processed Primary Data (2025) Based on the table 2, shows the results of reliability testing om the instrument variables which Cronbach’s alpha value is 0,838; 0,724; 0,775; 0,838; 0,816. This proves that the research instrument in the form questionnaire is reliable. Hypothesis Test Hypothesis testing was carried out using the bootstrap resampling method using Smart-PLS software. The rule of thumb for the support of a research hypothesis is if the probability value (pvalue) is less than 0.05 or 5% (Hair et al., 2022). 1. Testing Influence Direct The result of hypothesis testing are presented in the following table. Tabel 3. Hypothesis Test Influence Direct Result Variables Path Coefficients P-Values PC → CS 0,059 0,088 PR → CS 0,101 0,019 T → CS 0,668 0,000 PC → RI -0,064 0,107 PR → RI 0,068 0,069 T → RI 0,242 0,000 CS → RI 0,554 0,000 Source: Processed Primary Data (2025) Based on statistical hypothesis testing in the table 3., what obtained the following results. a. The Effect of Privacy Concerns on Customer Satisfaction Based on the test results, the path coefficient value is 0.059 with a p-value of 0.088. Because the p-value is greater than α (0.088 > 0.05), H0 is rejected. This means that privacy concerns do not have a significant effect on customer satisfaction. b. The Effect of Perceived Risk on Customer Satisfaction Based on the test results, the path coefficient value is 0.101 with a p-value of 0.019. Because the p-value is smaller than α (0.019 < 0.05), H0 is accepted. This means that perceived risk has a significant effect on customer satisfaction. c. The Effect of Trust on Customer Satisfaction Based on the test results, the path coefficient value is 0.668 with a p-value of 0.000. Because the p-value is smaller than α (0.000 < 0.05), H0 is accepted. This means that trust has a significant partial effect on customer satisfaction. d. The Effect of Privacy Concern on Repurchase Intention Based on the test results, the path coefficient value is - 0.064 with a p-value of 0.107. Because the p-value is greater than α (0.107 > 0.05), H0 is rejected. This means that privacy concern does not have a significant effect on repurchase intention. e. The Effect of Perceived Risk on Repurchase Intention Based on the test results, the path coefficient value is 0.068 with a p-value of 0.069. Because the p-value is greater than α (0.069 > 0.05), H0 is rejected. This means that, partially, perceived risk does not have a significant effect on repurchase intention. f. The Effect of Trust on Repurchase Intention Based on the test results, the path coefficient value is 0.242 with a p-value of 0.000. Because the p-value is smaller than α (0.000 < 0.05), H0 is accepted. This shows that trust has a significant partial effect on repurchase intention. g. The Effect of Customer Satisfaction on Repurchase Intention Based on the test results, the path coefficient value is 0.554 with a p-value of 0.000. Because the p-value is smaller than α (0.000 < 0.05), H0 is accepted. This shows that customer satisfaction has a significant partial effect on repurchase intention. 2. Testing Influence Indirect The result of hypothesis testing are presented in the following table. Tabel 4. Hypothesis Test Influence Indirect Result Variables Path Coefficients P-Values PC → CS → RI 0,033 0,095 PR → CS → RI 0,056 0,023 T → CS → RI 0,370 0,000 Source: Processed Primary Data (2025) Based on statistical hypothesis testing in the table 4, what obtained the following results. a. The Effect of Privacy Concerns on Customer Satisfaction Through Repurchase Intention Based on the test results, the p-value is 0.095 > 0.05. This means that the variable of privacy concerns does not have a significant effect on repurchase intention through customer satisfaction. b. The Effect of Perceived Risk on Customer Satisfaction Through Repurchase Intention Based on the test results, the p-value is 0.023 < 0.05. This means that the perceived risk variable has a significant effect on repurchase intention through customer satisfaction. c. The Effect of Trust on Customer Satisfaction Through Repurchase Intention Based on the test results, the p-value is 0.000 < 0.05. This means that the trust variable has a significant effect on repurchase intention through customer satisfaction. DISCUSSION The results of the study through bootstrapping analysis show that privacy concerns do not have a significant effect on customer satisfaction, even though descriptive analysis shows that respondents' level of concern about misuse of personal data is high. This finding is in line with the concept of the privacy paradox, which is a condition where users remain satisfied despite having privacy concerns, because the functional aspects of the platform— such as ease of use, product completeness, and various promotions—provide greater value in shaping satisfaction than concerns about personal data protection. This finding differs from research conducted by Lolika (2021), which shows that privacy concerns have a significant influence on customer satisfaction. Copyright © ISRG Publishers. All rights Reserved. DOI: 10.5281/zenodo.18029108 292 However, it is in line with research conducted by Mofokeng (2021), which states that privacy concerns do not have a significant influence on customer satisfaction. The implication for ecommerce platform managers such as Shopee is that even though users remain satisfied with the services provided, they still need to pay attention to and improve data privacy protection, even though users feel satisfied. The analysis results show that perceived risk has a significant effect on customer satisfaction. These findings illustrate that the perception of risk felt by buyers who use Shopee plays an important role in shaping their satisfaction. Although Shopee offers convenience and efficiency in shopping, perceptions of potential risks remain a psychological factor that influences users' evaluation of service quality. This finding confirms that in the digital world, the risks that affect customer satisfaction are not only material risks, but also psychological and social risks that are often unrecognized but have a significant impact. The results of this study are in line with research conducted by Ghotbabadi et al. (2016), Tandon et al. (2018), and Firdaus et al. (2023), which shows that perceived risk has a significant effect on customer satisfaction. The results of the study show that trust has a significant effect on customer satisfaction, confirming that the level of consumer trust is a fundamental factor that shapes their positive experience when using Shopee. The research results showing that trust has a significant effect on customer satisfaction are in line with the SOR (Stimulus-Organism-Response) Theory, which explains that positive stimuli from the Shopee service environment, such as product suitability, fairness in problem solving, and commitment to data security, form internal psychological conditions in the form of trust. This trust then results in a final response in the form of increased customer satisfaction. Empirically, these results are in line with research conducted by Jin et al. (2016) and Yulisetiarini et al. (2023), which states that trust has a significant effect on customer satisfaction. The results show that privacy concerns do not significantly affect repurchase intention, even though most respondents expressed relatively high levels of privacy concerns. This indicates that privacy concerns are not strong enough to deter consumers from making repeat purchases on Shopee. In other words, even though consumers feel that their personal data is vulnerable, this factor is not a major consideration in their decision to make repeat purchases. Overall, even though privacy concerns are relatively high, this factor is not a determinant in repurchase intention. Consumers are rational and tend to prioritize benefits over privacy risks, so privacy concerns are not proven to significantly affect repurchase intention. The results of this study are in line with those of Pangestu & Setiyaningrum (2023), who stated that privacy concerns do not significantly affect repurchase intention. However, this differs from the findings of Trivedi (2018), Trivedi & Yadav (2020), Lolika (2021), Putri & Fachira (2023), and Sutrisno (2023), who found that privacy concerns significantly influence repurchase intention. The results of the study indicate that perceived risk does not have a significant effect on repurchase intention. This suggests that even though users have certain concerns regarding financial, social, and convenience risks when transacting, these factors are not strong enough to influence their decision to make repeat purchases. Consumers will continue to make transactions on Shopee because they consider the benefits and convenience provided by the platform to be far greater than the risks they perceive. These research results are in line with studies conducted by Hidayat (2022) and Nisaa & Susanto (2021), which state that perceived risk does not have a significant effect on repurchase intention. However, this contrasts with the results of studies conducted by Chen & Chen (2019), Diyanto et al. (2021), Lukito & Ikhsanb (2020), Martin et al. (2015), Rasum (2024), Tho et al. (2017), and Yuniarti et al. (2022) revealed that perceived risk has a significant effect on repurchase intention. The results show that trust has a significant effect on repurchase intention, which means that the higher the level of consumer trust in Shopee, the greater their desire to make repeat purchases on the same platform. Trust makes consumers feel secure, confident in the quality of service, and comfortable making transactions, so they have no compelling reason to switch to another platform. Trust in the suitability of products available on Shopee is one of the elements that strengthens the relationship between Shopee and its consumers. When consumers feel that their chosen platform offers a diverse, relevant, and complete range of products, they tend to rely on that platform as their primary shopping choice. The transaction protection system (Shopee Guarantee), help center, and responsive customer service offered by Shopee are also among the considerations for consumers. This trust will encourage them to continue making purchases on the same platform. These findings are in line with the results of studies conducted by Dewi et al. (2020), Diyanto et al. (2021), Yulisetiarini et al. (2021), Prahiawan et al. (2021), Purnamasari & Suryandari (2023), Rahmania & Wahyono (2022), and Sullivan & Kim (2018), which show that trust has a significant effect on repurchase intention. The results of the study show that customer satisfaction has a significant effect on repurchase intention, which means that the level of satisfaction felt by consumers is the main driver of the desire to shop again at Shopee. The satisfaction formed when they have made a purchase at Shopee will encourage repeat purchasing behavior. These research results are in line with the findings of Yulisetiarini et al. (2017), Miao et al. (2021), Yulisetiarini et al. (2023), Afinia & Tjahjaningsih (2024), and Soeharso (2024), who stated that customer satisfaction has a significant effect on repurchase intention. Therefore, it can be said that customer satisfaction is a vital element in retaining customers amid increasingly fierce competition among e-commerce platforms. CONCLUSION Based on the analysis results, this study shows that privacy concerns do not significantly affect customer satisfaction or repurchase intention, so concerns about the use of personal data are not a determining factor in shaping satisfaction or repurchase intention. Meanwhile, perceived risk significantly affects customer satisfaction, but does not directly affect repurchase intention; its influence arises through increased user satisfaction. On the other hand, trust has been proven to have a significant direct and indirect effect on customer satisfaction and repurchase intention, making trust in the Shopee platform and system an important aspect in shaping the user experience. In addition, customer satisfaction is also a key factor that drives repurchase intention, confirming that satisfaction during transactions is the main determinant of users' decisions to return to shop at Shopee. Based on the results of this study, several suggestions can be made. First, future researchers are advised to expand the scope of variables such as service quality and customer experience, and Copyright © ISRG Publishers. All rights Reserved. DOI: 10.5281/zenodo.18029108 293 consider using mixed methods to understand the psychological factors related to privacy concerns and risk perception. The research also needs to be expanded to other e-commerce platforms so that the results obtained are more varied and can be generalized properly. Second, for Shopee, it is important to improve transparency and education regarding the management of consumer personal data, accompanied by strengthening the accuracy of product information, seller regulations, and logistics service quality in order to create a safer, more reliable, and consistent shopping experience for users. REFERENCES 1. Alhitmi, H. K., Mardiah, A., Al-Sulaiti, K. I., & Abbas, J. (2024). Data Security and Privacy Concerns of AIDriven Marketing in The Context Of Economics and Business Field: An Exploration Into Possible Solutions. Cogent Business and Management,11(1),1-10 https://doi.org/10.1080/23311975.2024.2393743. Alkis, A., & Kose, T. (2022). Privacy Concerns in Consumer E-Commerce Activities and Response to Social Media Advertising: Empirical evidence from Europe. Computers in Human Behavior, 137(15), 107412-10422. https://doi.org/10.1016/j.chb.2022.107412. 2. Asosiasi Penyelenggara Jasa Internet Indonesia (APJII). (2024). Survei Internet APJII 2025. https://survei.apjii.or.id. [Diakses pada 9 Mei 2025]. 3. Ashiq, R., & Hussain, A. (2024). Exploring The Effects Of E-Service Quality and E-Trust on Consumers’ ESatisfaction and E-Loyalty: Insights From Online Shoppers in Pakistan. Journal of Electronic Business & Digital Economics, 3(2), 117–141. https://doi.org/10.1108/jebde-09-2023-0019. 4. Bandara, R., Fernando, M., & Akter, S. (2021). Managing Consumer Privacy Concerns And Defensive Behaviours In The Digital Marketplace. European Journal of Marketing, 55(1), 219–246. https://doi.org/10.1108/EJM-06-2019-0515. 5. Badan Pusat Statistik (BPS). (2025). Statistik ECommerce 2023. Badan Pusat Statistik. Jakarta: Badan Pusat Statistik. https://www.bps.go.id/id/publication/2025/01/30/d52af1 1843aee401403ecfa6/statistik-e-commerce-2023.html [Diakses pada 9 Mei 2025]. 6. Chen, C.-C. V., & Chen, C.-J. (2017). The Role Of Customer Participation For Enhancing Repurchase Intention. Management Decision, 55(3), 547–562. https://doi.org/10.1108/MD-06-2016-0380. 7. Chen, H. F., & Chen, S. H. (2019). How Website Quality, Service Quality, Perceived Risk and Customer Satisfaction Affects Repurchase Intension? A Case Of Taobao Online Shopping. ACM International Conference Proceeding Series, 326–328. https://doi.org/10.1145/3306500.3306571. 8. Dewi, C. R. A., Yasa, N. N. K., Giantari, I. G. A. K., Sukawati, T. G. R., Setiawan, P. Y., & Setini, M. (2020). The Effect of Security, Trust and Ease of Use towards Repurchase Intentions Mediated by E-satisfaction on Online Travel Agent. Journal of Advanced Research in Dynamical and Control Systems, 12(8), 340–354. https://doi.org/10.5373/jardcs/v12i8/20202482 9. Diyanto, J. O., Rohman, F., & Suryadi, N. (2021). The Effect of Website Quality and Perceived Risk on Repurchase Intention Mediated by Trust on Lazada Consumer. The International Journal of Business & Management, 9(11), 259–266. https://doi.org/10.24940/theijbm/2021/v9/i11/bm2111027. 10. Ghotbabadi, A. R., Feiz, S., & Baharun, R. (2016). The Relationship of Customer Perceived Risk and Customer Satisfaction. Mediterranean Journal of Social Sciences, 7(1), 161-173 https://doi.org/10.5901/mjss.2016.v7n1s1p161. 11. Hair, J. F., Hult, G. T. M., Ringle, C. M., & Sarstedt, M. (2022). A Primer On Partial Least Squares Structural Equation Modeling (PLS-SEM). Los Angeles: Sage Publications. 12. Harborth, D., & Pape, S. (2019). How Privacy Concerns and Trust and Risk Beliefs Influence Users’ Intentions To Use Privacy-Enhancing Technologies - The Case Of Tor. Proceedings of the Annual Hawaii International Conference on System Sciences, 15(1), 4851–4860. https://doi.org/10.24251/hicss.2019.585. 13. Hidayat, A. (2022). Effect of Perceived Risk and Expectation Confirmation Model on Purchase Intention Through McDonald’s App. Archives of Business Research, 10(2), 110–122. https://doi.org/10.14738/abr.102.11824. 14. Jayaputra, R., & Kempa, S. (2022). Pengaruh E-Service Quality Dan E-Trust Terhadap Repurchase Intention Melalui E-Customer Satisfaction Pada Pengguna Shopee Food. Agora, 10(1), 1-11. 15. Jin, N. (Paul), Line, N. D., & Merkebu, J. (2016). The Impact of Brand Prestige on Trust, Perceived Risk, Satisfaction, and Loyalty in Upscale Restaurants. Journal of Hospitality Marketing and Management, 25(5), 523– 546. https://doi.org/10.1080/19368623.2015.1063469. 16. Kusuma, I. G. A. E. T., Yasmari, N. N. W., Agung, A. A. P., & Landra, N. (2021). When Satisfaction Is Not Enough to Build a Word of Mouth and Repurchase Intention. Asia Pacific Management and Business Application, 10(1), 1–20. https://doi.org/10.21776/ub.apmba.2021.010.01.1. 17. Lolika, Y. T. (2021). The Influence of Security, Ease of Use, and Privacy Concern on Repurchase Intention with E-Satisfaction as a Mediation on E-Commerce. Operations Management and Information System Studies, 1(4), 223–239. 18. Martin, J., Mortimer, G., & Andrews, L. (2015). Reexamining online customer experience to include purchase frequency and perceived risk. Journal of Retailing and Consumer Services, 25(1), 81–95. https://doi.org/10.1016/j.jretconser.2015.03.008. 19. Malia, I. (2021) Kebocoran Data Konsumen ECommerce. https://www.idntimes.com. [Diakses pada 9 Mei 2025]. 20. Miao, M., Jalees, T., Zaman, S. I., Khan, S., Hanif, N.-u.- A., & Javed, M. K. (2022). The Influence Of E-Customer Satisfaction, E-Trust and Perceived Value On Consumer's Repurchase Intention In B2C E-Commerce Segment. Asia Pacific Journal of Marketing and Logistics, 34(10), 2184–2206. https://doi.org/10.1108/APJML-03-2021-0221. Copyright © ISRG Publishers. All rights Reserved. DOI: 10.5281/zenodo.18029108 294 21. Mitchell, V. (1999). Consumer Perceived Risk: Conceptualisations And Models. European Journal of Marketing, 33(2), 163–195. doi:10.1108/03090569910249229. 22. Mofokeng, T. E. (2021). The Impact Of Online Shopping Attributes On Customer Satisfaction and Loyalty: Moderating Effects Of E-Commerce Experience. Cogent Business and Management, 8(1). https://doi.org/10.1080/23311975.2021.1968206. 23. Nisaa, V., & Susanto, P. (2021). The Impact of Perceived Risk, Satisfaction and Price Image on Repurchase Intention Using Mobile Commerce (M-Commerce): Case Study of Urban Communities in West Sumatera. Proceedings of the Seventh Padang International Conference On Economics Education, Economics, Business and Management, Accounting and Entrepreneurship (PICEEBA 2021). 192(1), 433–439. 24. Pangestu, A. B., & Setiyaningrum, A. (2023). FaktorFaktor Penentu Repurchase Intention Pada Produk Shopping Di E-Commerce. Jurnal Manajemen Maranatha, 23(1), 79–98. https://doi.org/10.28932/jmm.v23i1.7701. 25. Prahiawan, W., Fahlevi, M., Juliana, J., Purba, J. T., & Tarigan, S. A. A. (2021). The role of e-satisfaction, eword of mouth and e-trust on repurchase intention of online shop. International Journal of Data and Network Science, 5(4), 593–600. https://doi.org/10.5267/j.ijdns.2021.8.008. 26. Purnamasari, I., & Suryandari, R. T. (2023). Effect of EService Quality on E-Repurchase Intention in Indonesia Online Shopping: E-Satisfaction and E-Trust as Mediation Variables. European Journal of Business and Management Research, 8(1), 155–161. https://doi.org/10.24018/ejbmr.2023.8.1.1766. 27. Putri, I. G. A. A. M., Darwini, S., & Dakwah, M. M. (2023). Pengaruh Trust Dan Easy Of Use Terhadap Minat Beli Ulang Pada Marketplace Shopee Di Kota Mataram. Jurnal Riset Manajemen, 19(1), 20–32. 28. Putri, N. A., & Fachira, I. (2023). Consumer BrandRelationship and Privacy Concerns to Repurchase Intention in Online Shopping Application. Investasi Dan Syariah (EKUITAS), 5(1), 214-222. https://doi.org/10.47065/ekuitas.v5i1.4087. 29. Rahmania, M. A., & Wahyono, W. (2022). Interaction of E-Service Quality, Experiential Marketing, Trust, and Satisfaction on Repurchase Intention. Management Analysis Journal, 11(1), 71–82. https://doi.org/10.15294/maj.v11i1.54279. 30. Rasum, A. P. (2024). The Effect Of Online Retailers And Perceived Risk On Repurchase Intention Mediated By Trust. Jurnal Ilmiah Manajemen Kesatuan 12(5), 1865– 1882. https://doi.org/10.37641/jimkes.v12i5.2476. 31. Salim, M., Hayu, R. S., Agustintia, D., Annisa, R., & Daulay, M. Y. I. (2023). The Effect of 32. Sheth, J. (2020). Impact Of Covid-19 On Consumer Behavior: Will The Old Habits Return Or Die? Journal of Business Research, 117(1), 209-213. https://doi.org/10.1016/j.jbusres.2020.05.059. 33. Soeharso, S. Y. (2024). Customer Satisfaction as a Mediator Between Service Quality to Repurchase Intention In Online Shopping. Cogent Business & Management, 11(1), 1-12. https://doi.org/10.1080/23311975.2024.2336304 34. Sullivan, Y. W., & Kim, D. J. (2018). Assessing The Effects Of Consumers’ Product Evaluations and Trust On Repurchase Intention In E-Commerce Environments. International Journal of Information Management, 39(1), 199–219. https://doi.org/10.1016/j.ijinfomgt.2017.12.008. 35. Sutrisno, T. (2023). The Effect Of Tam Factor On Repurchase Intention (Go-Pay Digital Wallet Case Study). JMBI UNSRAT (Jurnal Ilmiah Manajemen Bisnis Dan Inovasi Universitas Sam Ratulangi), 10(1), 181–197. https://doi.org/10.35794/jmbi.v10i1.47483. 36. Tandon, U., Kiran, R., & Sah, A. N. (2018). The Influence Of Website Functionality, Drivers And Perceived Risk On Customer Satisfaction In Online Shopping: An Emerging Economy Case. Information Systems and E-Business Management, 16(1), 57–91. https://doi.org/10.1007/s10257-017-0341-3. 37. Tho, N. X., Lai, M.-T., & Yan, H. (2017). The Effect of Perceived Risk on Repurchase Intention and Word – of – Mouth in the Mobile Telecommunication Market: A Case Study from Vietnam. International Business Research, 10(3), 8-19. https://doi.org/10.5539/ibr.v10n3p8. 38. Trivedi, S. K. (2018). Shrawan Kumar Trivedi, Mohit Yadav. Predicting Online Repurchase Intentions With ESatisfaction as Mediator: a Study on Gen Y. VINE Journal of Information and Knowledge Management Systems, 48(3), 427–447. https://doi.org/10.1108/VJIKMS-10-2017-0066. 39. Trivedi, S. K., & Yadav, M. (2020). Repurchase Intentions In Y Generation: Mediation of Trust and ESatisfaction. Marketing Intelligence and Planning, 38(4), 401–415. https://doi.org/10.1108/MIP-02-2019-0072. 40. Tzavlopoulos, Ι., Gotzamani, K., Andronikidis, A., & Vassiliadis, C. (2019). Determining The Impact of ECommerce Quality on Customers’ Perceived Risk, Satisfaction, Value and Loyalty. International Journal of Quality and Service Sciences, 11(4), 576–587. https://doi.org/10.1108/IJQSS-03-2019-0047. 41. Wiwiek. (2022). Analysis Of The Effect Of Trust , Privacy , And Efficiency On E-Satisfaction In Forming E-Loyalty In Tokopedia Customer In Surabaya. RIMA Research in Management and Accounting 3(1), 12-25. 42. Xie, W., & Karan, K. (2019). Consumers’ Privacy Concern and Privacy Protection on Social Network Sites in the Era of Big Data: Empirical Evidence from College Students. Journal of Interactive Advertising, 19(3), 187– 201. https://doi.org/10.1080/15252019.2019.1651681. 43. Yulisetiarini, D., Subagio, A., Paramu, H., & Irawan, B. (2017). Customer Repurchase Intention And Satisfaction In Online Shopping. International Business Management, 11(1), 215–221. 44. Yulisteriani, D., Husnawiyah, D., Afandi, M, F. (2021) The Effect of Trust, Competitive Price, and Application Quality on Repurchase Intention of Online Travel Agent Traveloka. Quality Access to Success, 22(182), 124-126. 45. Yulisetiarini, D., Catureswara, R. H., Widi, K. S., Prasetiyangtyas, S., Diendara, N., & Mauna, A. (2023). The Influence of Application Quality and Trust on Satisfaction and Repurchase Intention of Traveloka Copyright © ISRG Publishers. All rights Reserved. DOI: 10.5281/zenodo.18029108 295 Consumers. Budapest International Research and Critics Institute-Journal (BIRCI-Journal), 6(2), 769–776. 46. Yuniarti, F., R. Arief, H., Meydia, H., & Yevis, M. O. (2022). Online Retailers’ Ethics and Its Effect on Repurchase Intention: The Mediating Role of Perceived Risk. Cogent Business and Management, 9(1), 1-21. https://doi.org/10.1080/23311975.2022.2051691. 47. Yusuf, A., Gaffar, V., Hurriyati, R., & Wibowo, L. A. (2023). E-Trust in E-Commerce: A Systematic Literature Review. Proceedings of the 3rd Borobudur International Symposium on Humanities and Social Science 2021 (BIS-HSS 2021), 23(2), 638–644. https://doi.org/10.2991/978-2-494069-49-7_105. 48. Zhu, B., Kowatthanakul, S., & Satanasavapak, P. (2020). Generation Y Consumer Online Repurchase Intention In Bangkok: Based On Stimulus-Organism-Response (SOR) Model. International Journal of Retail and Distribution Management, 48(1), 53–69. https://doi.org/10.1108/IJRDM-04-2018-0071.