AI Advertising Personalization, Content Quality, Trust, and Gen Z Impulsive Buying Behavior
DOI:
https://doi.org/10.22225/jj.13.1.2026.158-173Keywords:
AI, consumer trust, content quality, generation Z, personalization advertisingAbstract
The development of Artificial Intelligence (AI) has transformed the way companies deliver advertisements through algorithm-based personalization systems. This study aims to analyze the effect of AI-based advertising personalization and content quality on Generation Z’s impulsive buying behavior in Bekasi City, with consumer trust serving both as a moderating variable and an independent variable. The research employs a quantitative approach using a survey method involving 234 Generation Z respondents who actively engage in online shopping. The data were analyzed using Structural Equation Modeling based on Partial Least Squares (SEM-PLS). The findings indicate that AI-based advertising personalization has a positive and significant effect on impulsive buying behavior. In contrast, advertising content quality does not have a significant impact on impulsive behavior. Consumer trust does not function as a moderating variable; however, it has a direct and positive influence on impulsive buying. The research model explains 35% of the variance in impulsive buying behavior. These findings highlight that in the context of urban Generation Z consumers with high social media usage intensity, algorithm-driven personal relevance plays a more decisive role in spontaneous purchase decisions than the quality of advertising messages. This study provides theoretical implications for the development of digital consumer behavior models and practical implications for designing more effective and contextual AI-based marketing strategies.
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