Achieving Competitive Advantages Through The Impact of Privacy Security, Trust, and Service Quality in Superapps

This rapid adoption of super apps in Southeast Asia, particularly in Indonesia, highlights the growing demand for integrated online services that offer convenience, security, and efficiency. However, despite their increasing popularity, there remains a lack of clarity on which key factors most strongly influence user trust and loyalty in such platforms. This research aims to identify and analyze the impact of privacy & security, service quality, usefulness, perceived risk, and ease of use on customer trust and loyalty in super apps. This study explores how privacy & security, service quality, usefulness, risk, ease of use that are experienced by the customers influence customer trust and loyalty in super apps. Employing a quantitative research approach with 373 respondents in Indonesia using an online questionnaire and analyzed through PLS-SEM using SmartPLS4, the study reveals that trust and service quality are major factors of customer loyalty, while perceived ease of use significantly enhances both trust and loyalty. Additionally, privacy and security strongly influence trust but do not directly affect loyalty, suggesting trust as a mediating factor. Interestingly, privacy & security showed no significant impact on customer loyalty. These findings provide strategic implications for developers and digital platform providers to prioritize usability, service consistency, and user trust to gain a competitive advantage in the super app