Pengaruh Virtual Try On Use Mar (Mobile Augmented Reality) Pada E-Commerce Terhadap Minat Beli Kosmetik Online Saat Pandemi Covid-19 Di Indonesia

Dinillah, Farhah Izzah (2021) Pengaruh Virtual Try On Use Mar (Mobile Augmented Reality) Pada E-Commerce Terhadap Minat Beli Kosmetik Online Saat Pandemi Covid-19 Di Indonesia. Undergraduate thesis, Institut Teknologi Sepuluh Nopember Surabaya.

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Abstract

Industri kosmetik di Indonesia mengalami penurunan akibat munculnya pandemi virus Covid-19, hal ini diperparah dengan penerapan kebijakan PSBB (Pembatasan Sosial Berskala Besar) oleh pemerintah serta penghapusan tester produk yang merupakan daya tarik untuk penjualan kosmetik offline. PSBB menyebabkan masyarakat cenderung berbelanja online melalui e-commerce. Bertambahnya pengguna e-commerce membuat beberapa brand kosmetik di Indonesia berinovasi dengan menerapkan Virtual Try On use MAR di e-commerce. Dengan adanya teknologi ini diharapkan konsumen dapat merasakan sensasi mencoba kosmetik seperti sebelum pandemi, dan mengembalikan minat konsumen untuk membeli kosmetik. Karena penerapan teknologi Augmented Reality di industri kosmetik tergolong baru, maka perusahaan masih mengetahui segmen yang tepat dan efektifitas penerapan teknologi tersebut. Oleh karena itu, penelitian ini bertujuan untuk mengukur pengaruh penerapan Virtual Try On use MAR (Mobile Augmented Reality) pada e-commerce terhadap minat beli kosmetik online saat pandemi virus Covid-19 di Indonesia. Untuk mencapai tujuan penelitian, teknik pengolahan dan analisis data yang digunakan adalah analisis deskriptif dan PLS-SEM. Pengumpulan data dilakukan melalui kuesioner online pada 172 sampel koresponden yang sesuai di Indonesia. Objek penelitian ini adalah seseorang yang berusia diatas 18 tahun, yang pernah menggunakan teknologi tersebut pada e-commerce Shopee. Hasil penelitian menunjukkan bahwa perceived enjoyment, perceived interactivity, perceived ease of use dan perceived usefulness berpengaruh positif terhadap purchase intention terhadap produk kosmetik online saat pandemi covid-19 di Indonesia.
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The cosmetics industry in Indonesia has experienced a decline due to the emergence of the Covid-19 virus pandemic, this has been worsened by the implementation of PSBB (Large-Scale Social Restrictions) policy by the government and the elimination of product testers that are an attraction for offline cosmetic sales. PSBB causes people to tend to shop online through e-commerce. The increase in e-commerce users has made several cosmetic brands in Indonesia innovate by implementing the Virtual Try On use MAR in e-commerce. With this technology, it is hoped that consumers will be able to feel the sensation of trying cosmetics just like before the pandemic, and return consumers' interest in buying cosmetics. Because the application of Augmented Reality technology in the cosmetic industry is relatively new, the company still knows the right segment and the effectiveness of this technology application. Therefore, this study aims to measures the application of Virtual Try On use MAR (Mobile Augmented Reality) in e-commerce on the interest in buying online cosmetics when the Covid-19 virus occurs in Indonesia. To achieve the research objectives, the data processing and analysis techniques used were descriptive analysis and PLS-SEM. Data was collected by means of an online questionnaire on 172 suitable correspondent samples in Indonesia. The object of this research is someone who is over 18 years old, who has used this technology in Shopee e-commerce. The results showed that perceived enjoyment, perceived interactivity, perceived ease of use and perceived usefulness have a positive effect on purchase intentions of online cosmetic products during the Covid-19 pandemic in Indonesia.

Item Type:	Thesis (Undergraduate)
Uncontrolled Keywords:	Virtual Try On, Customer MAR (Mobile Augmented Reality), Kosmetik, E-commerce, Perilaku Pembelian Online
Subjects:	H Social Sciences > HD Industries. Land use. Labor > HD30.28 Planning. Business planning. Strategic planning. H Social Sciences > HF Commerce > HF5415.32 Consumers' preferences
Divisions:	Faculty of Creative Design and Digital Business (CREABIZ) > Business Management > 61205-(S1) Undergraduate Thesis
Depositing User:	Farhah Izzah Dinillah
Date Deposited:	04 Mar 2021 08:23
Last Modified:	04 Mar 2021 08:23
URI:	http://repository.its.ac.id/id/eprint/83417

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