Penerapan CAC untuk Menganalisis Pengaruh Purchase Intention Pengguna Kosmetik pada Fitur AR

Gunawan, Djohan (2025) Penerapan CAC untuk Menganalisis Pengaruh Purchase Intention Pengguna Kosmetik pada Fitur AR. Studi Ilmu Manajemen dan Organisasi (SIMO), 6 (2). pp. 537-550. ISSN 2745-7826

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Abstract

Purpose: This study aims to analyze the factors influencing cosmetic purchase intention. The context is the use of augmented reality (AR) features in Indonesian e-commerce platforms.Methodology/approach: The research uses a quantitative approach. The analysis method is SEM-PLS (Structural Equation Modeling -Partial Least Squares). The sample consists of 176 women who have used AR features on Shopee, Tokopedia, Lazada, and Blibli. Key variables include vividness, shopping benefits, behavioral control, satisfaction, and purchase intention.Results/findings:Vividness positively affects both behavioral control and satisfaction. Shopping benefits significantly influence satisfaction. Behavioral control and satisfaction positively impact purchase intention. More realistic and interactive AR features improve user satisfaction and boost buying intention.Conclusion: This study concludes that augmented reality (AR) features in e-commerce significantly influence the purchase intention of cosmetic users in Indonesia. Factors such as vividness, shopping benefits, and behavioral control positively affect satisfaction, which in turn enhances purchase intention.The research fills a gap by linking vividness and shopping benefits with user satisfaction, which leads to actual purchase intentions in AR-based platforms.Limitations: This study only involves users of specific e-commerce platforms, so the results may not be fully representative of all augmented reality features across e-commerce platforms in Indonesia.Contribution: Offers strategic insights for brand owners and marketers to enhance AR-based features. Guides IT and tech developers to build more effective AR experiences. Suppo

Item Type:	Article
Creators:	Gunawan, Djohan
Contributors:
Keywords:	Augmented reality; Behavioral control; Cosmetics users; E-commerce; Purchase intention; Shopping benefits; Satisfaction; Vividness
Subjects:	600 Technology (Applied Sciences) > 650 Management and Public Relations > 658 General management (Risk Management, Profit and Loss, Logistics)
Sustainable Development Goals:	Goal 12. Ensure sustainable consumption and production patterns Goal 09. Build resilient infrastructure, promote inclusive and sustainable industrialization and foster innovation
Divisions:	Faculty of Business > Master of Technology Management
Date Deposited:	31 Aug 2026 08:01
URI:	https://kc.umn.ac.id/id/eprint/49402

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