The Effect of Digital Ad Personalization and User-Generated Content on Impulse Buying: Hedonic Value as an Intervening Variable among Shopee and TikTok Shop Users in the Tapal Kuda Region, East Java DIGITAL AD PERSONALIZATION DAN USER GENERATED CONTENT TERHADAP IMPULSE BUYING: PERAN HEDONIC VALUE SEBAGAI VARIABEL INTERVENING PADA PENGGUNA SHOPEE DAN TIKTOK SHOP DI WILAYAH TAPAL KUDA, JAWA TIMUR Section Articles

Abstract

Abstract. This study examines the influence of Digital Ad Personalization and User-Generated Content (UGC) on Impulse Buying, with Hedonic Value as an intervening variable among Shopee and TikTok Shop users in the Tapal Kuda region, East Java. Employing a quantitative approach, data were collected via a survey of 150 respondents and analyzed using PLS-SEM. The results indicate that both Digital Ad Personalization and UGC exert a positive and significant effect on Hedonic Value, yet do not have a significant direct effect on Impulse Buying. In contrast, Hedonic Value shows a positive and significant influence on Impulse Buying. Furthermore, Digital Ad Personalization and UGC significantly affect Impulse Buying indirectly through Hedonic Value. These findings suggest that a pleasant and emotionally engaging shopping experience serves as a key mechanism driving impulsive purchasing behavior on e-commerce platforms.

Abstrak. Penelitian ini menguji pengaruh Digital Ad Personalization dan User-Generated Content (UGC) terhadap Impulse Buying, dengan Hedonic Value sebagai variabel intervening pada pengguna Shopee dan TikTok Shop di kawasan Tapal Kuda, Jawa Timur. Menggunakan pendekatan kuantitatif, data dikumpulkan melalui survei terhadap 150 responden dan dianalisis dengan PLS-SEM. Hasil analisis menunjukkan bahwa Digital Ad Personalization dan UGC berpengaruh positif dan signifikan terhadap Hedonic Value, namun tidak berpengaruh langsung secara signifikan terhadap Impulse Buying. Sebaliknya, Hedonic Value terbukti berpengaruh positif dan signifikan terhadap Impulse Buying. Lebih lanjut, Digital Ad Personalization dan UGC berpengaruh signifikan terhadap Impulse Buying secara tidak langsung melalui Hedonic Value. Temuan ini mengindikasikan bahwa pengalaman belanja yang menyenangkan dan sarat nilai emosional berperan sebagai mekanisme kunci dalam mendorong perilaku pembelian impulsif pada platform e-commerce.