<![CDATA[The present study aims to investigate the effect of perceived enjoyment, digital brand loyalty and personalized marketing on social commerce purchase behavior of marketplace application users. The research was done through a survey method among users of the marketplace application in Indonesia. The respondents are active users of marketplace apps, buying products and engaging with the social commerce features like live shopping, product reviews, ratings, short videos, interactive content, and product recommendations. The respondents were selected by using purposive sampling technique. Data were collected using an online questionnaire via Google Forms and analyzed using multiple linear regression. The results indicate that Social Commerce Purchase Behavior is positively and significantly impacted by Perceived Enjoyment, Digital Brand Loyalty and Personalized Marketing. Based on the findings, it is recommended that marketplace app providers should focus on creating interactive and enjoyable shopping experiences, fostering long-term user relationships and improving data-driven personalization of products, content and promotions while maintaining transparency and safeguarding user data to sustainably increase Social Commerce Purchase Behavior.]]>
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