The Influence of Augmented Reality on Purchase Intentions through Consumers of Madame Gie Products
Journal Title: International Journal of Current Science Research and Review - Year 2024, Vol 7, Issue 02
Abstract
Beauty products are needed by every individual, with various types of products offered, including quality, price, brand, and packaging. Therefore, the Purchase intentions of beauty products are very diverse. Madame Gie is one of the beauty product brands that has plunged into the use of Augmented Reality to make it easier for consumers to choose product variances. This study aims to determine and analyze the effect of Augmented Reality experiences on the purchase intention of Madame Gie products in Bandung, with Consumers’ Control as an intervening variable. This study uses a quantitative approach with a questionnaire through Google Form of 385 samples and analyzed by the Smart-PLS statistical program based on this research, the AR experience positively influences consumer Purchase Intention toward Madame Gie products. Consumer’s Control also plays a crucial role in the relationship between AR experience and Purchase Intention. Therefore, companies need to consider the importance of giving control to consumers in AR technology usage to maximize its impact on consumer purchase intention and enhance the performance of their beauty product marketing.
Authors and Affiliations
Debora Dwi Rahayu Nugroho, Mochammad Yudha Febrianta,
Keywords
Related Articles
- EP ID EP730948
- DOI 10.47191/ijcsrr/V7-i2-38
- Views 18
- Downloads 0
Segmentation Analysis and Target Market Identification of Halal Tourism in Aceh Province
This study aims to identify market segments and appropriate target markets for halal tourism in Aceh Province. The research method used is quantitative with data collection through questionnaires. The study findings show...
Fabrication and Assessment of Doxazosin Mesylate Nanosponges
Novel drug delivery system is a new approach to deliver the active molecules in a safe and effective manner to produce desired pharmacological actions. Nano technology has played a major role in overcoming some drawbacks...
Data-Driven Decision Making: Financial and Risk Analysis on Equipment Procurement at PT ABC Using Predictive Data Estimation, NPV Analysis, Owner Estimate, and Monte Carlo Simulation
This research delves into strategic financial management solutions for PT ABC during the COVID-19 pandemic, concentrating on the procurement of vital airport equipment. It examines the feasibility of securing essential e...
The Impact of Perceived Value and Attitude towards Purchase Intention at Sambel Branding Restaurant
Sambal is a traditional Indonesian spice that has been an essential component of Indonesian cuisine for centuries. Today, it is considered a staple spice in all Indonesian dishes. The popularity of sambal has attracted m...
Knowing How, Knowing Why, Knowing Whom: Examining the Alignment of the MBA Programs with the Intelligent Career Theory Framework (ICTF)
This study explored the relationship between the Intelligent Career Theory framework (ICTF) and the MBA’s Program Educational Objectives (PEO). Employing a self-reported questionnaire survey with 11 MBA graduates from th...