DOI: https://doi.org/10.14710/dijb.9.1.2026.35-47

The moderating role of brand trust in the relationship between data privacy concerns and online purchase intention: Evidence from e-commerce users in the Indonesia–Malaysia border region

1Department of Management, Universitas Borneo Tarakan, Indonesia

2Department of Accounting, University Borneo Tarakan, Indonesia

3Entrepreneurship Program, Universiti Malaysia Sabah, Malaysia

4 Marketing Program, Universiti Malaysia Sabah, Malaysia, Malaysia

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Open Access Copyright 2026 Diponegoro International Journal of Business under http://creativecommons.org/licenses/by-sa/4.0.

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Abstract
This study examines the effect of data privacy concerns on online purchase intention and investigates the moderating role of brand trust in the context of e-commerce. The research focuses on digital consumers in the Indonesia–Malaysia border area, which differs from urban regions in terms of socioeconomic conditions and digital infrastructure. A quantitative approach was employed using a survey of 150 e-commerce users in North Kalimantan. Data were analyzed through Partial Least Squares–Structural Equation Modeling (PLS-SEM) to assess the relationships among variables and the proposed moderation effect.The findings reveal that data privacy concerns significantly influence online purchase intention. Moreover, brand trust significantly moderates this relationship by weakening the effect of data privacy concerns on online purchase intention. These results highlight that consumers’ trust in a brand’s security, integrity, and reputation plays a crucial role in shaping purchasing decisions on e-commerce platforms.This study is limited to respondents in the North Kalimantan border area; therefore, caution is needed in generalizing the findings. Practically, the results suggest that e-commerce providers and policymakers should enhance data privacy protection and strengthen brand trust to increase digital consumer participation and transactions.
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Keywords: data privacy concern; online purchase intention; brand trust; e-commerce; border region

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