Effect Of Hyper-Personalization and Promotion on Purchase Intention With Shopping Intention As Mediator

Research Objectives: This research aims to analyze the influence of hyper-personalization and promotions on purchase intentions. Apart from that, this research also tests the role of shopping emotions as a mediating variable. This research was conducted on university students in the city of Surakarta Design/methodology/approach: The collected data were analyzed using SmartPls4.This study contains novelty because, in previous research, no one added the variable shopping emotion to bridge the influence of hyper-personalization and also promotion of consumer purchase intention. Research Finding: Hyper-personalization does not directly affect customers' inclination to buy; rather, it has a favorable but negligible impact on purchase intention. Shopping emotions are greatly improved by hyper-personalization, indicating that individualized encounters boost consumer involvement. Purchase intention is positively and significantly impacted by promotion, demonstrating that promotional activities successfully influence consumer behavior. Shopping emotions are also greatly influenced by promotions, therefore well-run promos raise shoppers' emotional involvement. Purchase intention is strongly and significantly impacted by shopping emotions, suggesting that pleasant emotions increase purchase intention. Although the effect is slight, shopping emotions modulate the relationship between hyper-personalization, promotion, and buying intention to some extent. Theoretical Contribution/Originality: This study contributes to enriching the research that has been conducted previously by adding the role of shopping emotins as a mediating variable. And also proves some studies with opposite results Keywords: Hyper-Personalization, Promotion, Shopping Emotion, Purchase Intention