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Jurnal Ekonomi dan Bisnis Jagaditha
Published by Universitas Warmadewa
ISSN : 23554150     EISSN : 25798162     DOI : 10.22225/jj
Core Subject : Economy,
Economics, Econometrics & Finance
JAGADITHA: Jurnal Ekonomi & Bisnis P-ISSN: 2355-4150, E-ISSN: 2579-8162 is a journal of economic and bussiness published by Management Deparment, Postgraduated Program, Warmadewa University, provides a forum for publishing research articles or review articles. This journal has been distributed by WARMADEWA PRESS started from Volume 1 Number 1 Year 2014 to present. The scope of journal is restricted to the fields of economic and business study. The journal is published twice a year every march and september.
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Search results for , issue "158-173" : 1 Documents clear
AI Advertising Personalization, Content Quality, Trust, and Gen Z Impulsive Buying Behavior Rhoma Iskandar
Jurnal Ekonomi dan Bisnis Jagaditha 158-173
Publisher : Universitas Warmadewa

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.22225/jj.13.1.2026.158-173

Abstract

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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