THE IMPACT OF ONLINE ADVERTISING PERSONALIZATION ON CONSUMER PURCHASE INTENTION IN THE PHILIPPINES

Abstract

This research investigates the impact of personalized online advertising on consumer purchase intention, with emphasis on four key dimensions: perceived relevance, hedonic motivation, interactivity, and informativeness. Although extensive studies have been conducted on digital advertising, limited attention has been given to its effects in smaller communities such as Santa Ana, Pampanga. Addressing this gap, the study applied a quantitative approach, surveying 382 residents selected through the Raosoft sample size calculator. Data were collected using structured questionnaires and analyzed through descriptive statistics, Likert scale evaluations, regression analysis, and weighted means. The results revealed that personalized online advertisements significantly influence purchase intentions among consumers in Santa Ana. Specifically, perceived relevance, hedonic motivation, interactivity, and informativeness all demonstrated strong positive effects on consumer decision-making. These findings highlight the importance of tailoring advertising strategies to localized contexts in order to enhance consumer engagement and drive purchasing behavior.