The Impact of Advertising Personalization and Data Privacy on Consumer Loyalty at JNE Company

Brillian Achmad Zinedine; Arry Widodo; Nurafni Rubiyanti

doi:10.55927/eajmr.v4i12.494

Authors

Brillian Achmad Zinedine Telkom University
Arry Widodo Telkom University
Nurafni Rubiyanti Telkom University

DOI:

https://doi.org/10.55927/eajmr.v4i12.494

Keywords:

Advertising Personalization, Data Privacy, Consumer Loyalty, Logistics Services, Privacy Calculus

Abstract

This conceptual article aims to develop a theoretical framework on how advertising personalization and data privacy management can affect JNE's consumer loyalty. Based on the theories of privacy calculus, communication privacy management, advertising value, and customer loyalty, this paper integrates the argument that personalized messages that are informative, contextual, and non-intrusive will increase advertising value and positive attitudes towards services, while privacy practices that are transparent, clearly defined, and give customers space of control will strengthen trust as the foundation of long-term loyalty. Theoretically, this article fills the gap in the study of personalization, and privacy in the context of domestic logistics, while practically offering a guide to designing data-driven communications that are effective while still adhering to the principles of personal data protection.

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