Research explores the influence of personalized push notifications on perception and app loyalty in the context of online shopping. With the rise of digital marketing, personalized notifications have emerged as a critical tool for enhancing user engagement and driving purchase decisions. The consumers aged 18 to 25 were the subjects of the study and reveals that most of the participants receive personalized notifications, primarily from shopping apps like Amazon. Findings indicate that users perceive these notifications as highly relevant, positively influencing their shopping experiences. However, privacy concerns and the potential for misleading content pose significant challenges. The analysis shows a moderate positive relationship between personalized push notifications and app loyalty, suggesting that effective customization can enhance user satisfaction. No significant differences in perception were found across gender and occupation, indicating a collective awareness of the advantages and drawbacks of personalized marketing. Future research can be done to investigate the long-term effects of personalized notifications on app loyalty or preferred notification content and formats and assess consumer awareness regarding innovative marketing strategies. By addressing privacy concerns and optimizing notification strategies businesses can improve trust and enhance customer loyalty in an increasingly competitive digital world. Besides, understanding user preferences for notification frequency and content can further refine marketing strategies, ensuring that push notifications remain engaging rather than intrusive. By leveraging the information from consumers, marketers can create a more personalized experience that not only enhances revenue but also cultivates long-term loyalty and utility.