From Personalization to Purchase: The Role of Consumer Trust in Linking Perceived Personalization and Purchase Intention among Generation Z in Social Commerce

Abstract

This study aims to examine the effect of perceived personalization on purchase intention, with consumer trust serving as a mediating variable. The research focuses on Generation Z users of social commerce in the Special Region of Yogyakarta. A quantitative research design was employed, involving 100 respondents selected through convenience sampling by distributing questionnaires via social media platforms such as WhatsApp and Instagram. The variables analyzed in this study include perceived personalization, consumer trust, and purchase intention. Data were analyzed using Structural Equation Modeling (SEM) with the Partial Least Squares (PLS) approach through SmartPLS. The findings reveal that perceived personalization has a positive and significant effect on purchase intention, both directly and indirectly through consumer trust. Furthermore, consumer trust significantly mediates the relationship between perceived personalization and purchase intention, indicating its crucial role in strengthening consumer decision-making processes. This study contributes to the development of consumer behavior literature, particularly in the context of social commerce, by emphasizing the importance of personalization strategies in building trust and enhancing purchase intention among Generation Z.