Personalized marketing has become a prominent strategy in contemporary digital marketing, enabling firms to customize products, services, and promotional messages based on individual consumer preferences and behavioral data. While such practices enhance relevance and convenience for consumers, they also raise significant concerns related to data privacy, surveillance, and the potential misuse of personal information.

This study aims to examine consumers’ perceptions towards personalized marketing, with particular emphasis on whether these practices are perceived as a beneficial convenience or as an invasion of privacy. The research adopts a descriptive research design and utilizes both primary and secondary data. Primary data were collected through a structured questionnaire administered to 124 respondents during the period from October to December 2025, while secondary data were obtained from journals, research articles, and published reports.

The study seeks to assess consumer awareness, attitudes, and levels of trust towards personalized marketing strategies employed by brands. The findings are expected to offer valuable insights into how marketers can effectively balance personalization with ethical data practices, thereby enhancing consumer trust and engagement.

Keywords: Personalized Marketing, Consumer Perception, Privacy Concerns, Data Privacy, Consumer Behavior