A STUDY OF THE INFLUENCE OF DIGITAL PERSONALIZATION AND CUSTOMER EXPERIENCE ON SATISFACTION AMONG GENERATION Z IN E-COMMERCE

This study aims to analyze the influence of digital personalization and customer experience on the satisfaction of Generation Z on e-commerce platforms. Generation Z, known as digital natives, has high expectations for a shopping experience that is easy, personalized, and innovative. This research employs a systematic literature review method by examining relevant journals published between 2020 and 2025, especially from leading databases. The findings show that digital personalization realized through the use of artificial intelligence to tailor products, services, and communications to user preferences significantly increases the relevance, convenience, and loyalty of Gen Z customers. In addition, a positive customer experience including easy navigation, fast service, secure transactions, and responsive digital interactions also demonstrably increases customer satisfaction and retention. However, issues of data privacy and transparency in technology use remain major concerns for Gen Z, so personalization strategies and customer experience management must be implemented ethically and transparently. These findings provide strategic implications for e-commerce players to continue innovating in building satisfaction and loyalty among Gen Z customers in the competitive digital era.