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The rapid digital transformation in Indonesia has intensified the need for robust personal data protection, particularly through the mechanism of the Data Protection Impact Assessment (DPIA) as stipulated in Law Number 27 of 2022 concerning Personal Data Protection (PDP Law). This study employs a normative juridical and qualitative approach to examine the role of DPIA as a key instrument in identifying, evaluating, and mitigating privacy risks in high-risk personal data processing activities. The findings reveal that although DPIA represents a significant normative advancement, its implementation faces major challenges, including the absence of detailed technical regulations, limited institutional capacity, and insufficient data subject involvement. By comparing international best practices, this research highlights the urgent need to strengthen regulatory frameworks, enhance digital and privacy literacy, and develop a collaborative ecosystem to optimize the DPIA function. Normative recommendations are formulated to reinforce DPIA as a risk management tool and a safeguard for privacy rights, aiming to foster a secure and trustworthy digital ecosystem amid ongoing digital transformation.

This study aims to analyze the impact of personal data protection on consumer satisfaction in online transactions in the marketplace. Along with increasing attention to privacy, consumers are increasingly demanding better data protection policies from marketplaces. This research uses a qualitative approach with in-depth interview techniques and content analysis of the privacy policies of several marketplaces in Indonesia. The results show that an effective data protection policy has a positive effect on the level of consumer satisfaction. The main influencing factors are policy transparency, consumer awareness, and their experience with personal data management. However, there is still a gap between existing policies and implementation in the field. Marketplaces that successfully manage personal data well can increase loyalty and competitiveness in an increasingly competitive market. The research also highlights the importance of educating consumers about their rights to personal data and the urgency for marketplaces to improve supervision and compliance with existing regulations. Overall, personal data protection not only fulfills legal obligations, but also becomes a differentiation strategy that increases consumer trust and strengthens marketplaces' position in the market.