Data Security and Cyber Security in Digital Marketing: An Empirical Study

This study examines the importance of data security and cyber security practices in digital marketing. The research is based on primary data collected from 236 respondents, including digital marketers, business owners, and consumers. The study analyzes awareness levels, risk perception, security implementation practices, and trust factors influencing digital transactions. SPSS tools such as descriptive statistics, reliability analysis, exploratory factor analysis, correlation, and regression were used for data analysis. The reliability test showed a Cronbach’s Alpha value of 0.89, indicating high internal consistency. Factor loading values ranged between 0.64 and 0.86, confirming construct validity. The findings reveal that data privacy concerns significantly influence customer trust and purchasing decisions. This investigation will enhance and improve digital marketing strategies by emphasizing stronger cyber security frameworks, promoting consumer confidence, and encouraging organizations to adopt advanced data protection measures. The study concludes that robust data security systems are essential for sustainable growth and competitive advantage in digital marketing environments.