Analisis Pengaruh Augmented Reality terhadap Intention to Purchase E-commerce Cosmetic

Tanita, Vicki Amaly (2026) Analisis Pengaruh Augmented Reality terhadap Intention to Purchase E-commerce Cosmetic. Other thesis, Institut Teknologi Sepuluh Nopember.

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Abstract

Perkembangan e-commerce kosmetik meningkatkan kebutuhan konsumen terhadap teknologi yang dapat membantu evaluasi produk sebelum pembelian. Salah satu teknologi yang digunakan adalah augmented reality melalui fitur virtual try-on, seperti Sephora Virtual Artist, yang memungkinkan pengguna mencoba produk kosmetik secara virtual. Penelitian ini bertujuan untuk menganalisis pengaruh karakteristik augmented reality yang terdiri atas interactivity, vividness, novelty, system quality, dan product informativeness terhadap hedonic value, serta pengaruhnya terhadap satisfaction, continuance intention, dan intention to purchase. Penelitian menggunakan pendekatan kuantitatif dengan kerangka Stimulus–Organism–Response (SOR). Data diperoleh melalui kuesioner daring kepada 252 responden perempuan Indonesia berusia minimal 17 tahun yang pernah menggunakan Sephora Virtual Artist. Data dianalisis menggunakan Covariance-Based Structural Equation Modeling (CB-SEM) dengan perangkat lunak AMOS. Hasil penelitian menunjukkan bahwa novelty dan product informativeness berpengaruh positif dan signifikan terhadap hedonic value, sedangkan interactivity, vividness, dan system quality tidak berpengaruh signifikan. Selanjutnya, hedonic value berpengaruh positif dan signifikan terhadap satisfaction, satisfaction berpengaruh positif dan signifikan terhadap continuance intention, serta continuance intention berpengaruh positif dan signifikan terhadap intention to purchase. Secara manajerial, Sephora perlu memprioritaskan pembaruan fitur dan kelengkapan informasi produk untuk meningkatkan hedonic value, serta memastikan pengalaman penggunaan yang memuaskan guna mendorong continuance intention dan intention to purchase. =======================================================================================================================================
The growth of cosmetic e-commerce has increased consumers’ need for technology that can support product evaluation before purchase. One such technology is augmented reality through virtual try-on features, such as Sephora Virtual Artist, which allows users to try cosmetic products virtually. This study aims to analyze the effects of augmented reality characteristics, consisting of interactivity, vividness, novelty, system quality, and product informativeness, on hedonic value, as well as their subsequent effects on satisfaction, continuance intention, and intention to purchase. This study employs a quantitative approach using the Stimulus–Organism–Response (SOR) framework. Data were collected through an online questionnaire from 252 Indonesian female respondents aged at least 17 years who had used Sephora Virtual Artist. The data were analyzed using Covariance-Based Structural Equation Modeling (CB-SEM) with AMOS software. The results show that novelty and product informativeness have positive and significant effects on hedonic value, whereas interactivity, vividness, and system quality do not have significant effects. Furthermore, hedonic value has a positive and significant effect on satisfaction, satisfaction has a positive and significant effect on continuance intention, and continuance intention has a positive and significant effect on intention to purchase. From a managerial perspective, the findings suggest that Sephora should prioritize continuous feature innovation and comprehensive product information to enhance hedonic value, thereby fostering continuance intention and intention to purchase through a satisfying user experience.

Item Type:	Thesis (Other)
Uncontrolled Keywords:	Augmented Reality, Hedonic value, Intention to Purchase, Novelty, Product Informativeness, Sephora Virtual Artist, Stimulus–Organism–Response, Augmented Reality, Hedonic value
Subjects:	H Social Sciences > HF Commerce H Social Sciences > HF Commerce > HF5415.127 Market segmentation. Target marketing H Social Sciences > HF Commerce > HF5415.15 Branding (Marketing) H Social Sciences > HF Commerce > HF5415.32 Consumers' preferences H Social Sciences > HF Commerce > HF5415.335 Consumer satisfaction
Divisions:	Faculty of Creative Design and Digital Business (CREABIZ) > Business Management > 61205-(S1) Undergraduate Thesis
Depositing User:	Vicki Amaly Tanita
Date Deposited:	30 Jul 2026 07:20
Last Modified:	30 Jul 2026 07:20
URI:	http://repository.its.ac.id/id/eprint/141432

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