Vol 2 No 2, Septermber 2024 P ISSN: 3025-1540 E-ISSN: 2988-375X Available Online at https://journal.tirtapustaka.com/index.php/ijolares Indonesian Journal of Law Research 2024 Page | 51 The Importance of Protecting E-Commerce Consumer Personal Data Itok Dwi Kurniawan Universitas Sebelas Maret itokdwikurniawan@staff.uns.ac.id Vincentius Patria Setyawan Universitas Atma Jaya Yogyakarta vincentius.patria@uajy.ac.id Abstract- Technological advances offer various conveniences in human daily activities in order to meet their needs. One of the daily human activities that has changed due to the presence of technology is online buying and selling through e-commerce media. Shopping with e-commerce is people's choice because it saves time and costs. However, behind this convenience, attention needs to be paid to the security of consumer data on e-commerce platforms. This article will discuss the importance of protecting personal data from e-commerce consumers. This article was written using a normative type research method with a statutory approach and a conceptual approach. The legal materials used in this research are primary legal materials and secondary legal materials. The technique of collecting legal materials in this research uses literature studies (library research). The legal problem analysis technique used in this research is deductive analysis technique. The results of this research are that personal data security is very necessary in shopping activities in e-commerce, because it is related to consumer satisfaction. When consumers feel safe and are not wary of shopping on e-commerce, they will make shopping on e-commerce a priority compared to shopping conventionally. Keywords: Data, Protection, E-commerce INTRODUCTION Technology in this modern era is developing very rapidly and increasingly advanced. One example of the technology in question is the Internet. While the Internet itself is a global communication system connecting computers and computer networks throughout the world. The number of internet users in Indonesia is relatively large compared to the total population of Indonesia. The Indonesian Internet Service Providers Association (APJII) announced that the number of Indonesian internet users in 2024 will reach 221,563,479 people from a total population of 278,696,200 Indonesians in 2023 (APJII, 2024). The use of the internet and cell phones is no longer just for searching for information and communicating, but has become part of the lifestyle of modern society. E-commerce, in particular, has become the main choice in their shopping activities. The increasingly consumerist middle class makes e-commerce the main choice, so the potential for e- commerce in Indonesia is believed to be very large (Josephine et al., 2020). With the number of internet users reaching this figure, Indonesia is in third place in Asia in terms of the largest number of internet users. This data indicates that the development of internet technology has had a significant impact on people's lives, where internet use has become an inseparable part of everyday life. As time goes by, the internet has even become an essential need for society (Mahendra & Roni, 2023). Rapid technological developments have made it easier for entrepreneurs to sell goods and services digitally via the internet, one of which is through online shops. The ease of carrying out online transactions has encouraged many people to switch to e- commerce. Through e-commerce, business activities can be carried out anywhere and at any time, providing a positive impact for offline shops that market their products online. Although there are negative impacts, such as the closure of offline stores. This has created an active community of sellers in online markets or marketplaces, becoming an integral