MENJELAJAHI DUNIA FASHION: AUGMENTED REALITY (AR) DALAM TRANSFORMASI BERBELANJA ONLINE MENINGKATKAN PENGALAMAN KONSUMEN MELALUI VIRTUAL TRY-ON

Raden Ajeng Dewanti Kerry Lestari; Annisa Fatika Sari; Sri Hartini

doi:10.31539/51d0gn86

Authors

Raden Ajeng Dewanti Kerry Lestari Universitas Airlangga
Annisa Fatika Sari Universitas Airlangga
Sri Hartini Universitas Airlangga

DOI:

https://doi.org/10.31539/51d0gn86

Keywords:

Augmented Reality (AR), Teori Aliran, Keterlibatan Produk, Experience Using Virtual Try On, Customer Satisfaction, Purchase Intention.

Abstract

Penelitian ini bertujuan untuk menguji pengaruh product involvement terhadap pengalaman menggunakan Augmented Reality (AR) pada KacamataMoo, consumer satisfaction, dan purchase intention. Penelitian dilakukan dengan menggunakan metode non-probability sampling dan purposive sampling, dengan jumlah sampel sebanyak 100 mahasiswa aktif Fakultas Ekonomi dan Bisnis Universitas Airlangga yang pernah melakukan virtual try-on dengan KacamataMoo. Hasil penelitian menunjukkan adanya hubungan positif antara product involvement dengan purchase intention, serta antara product involvement dengan experience using virtual try-on. Experience using virtual try-on juga berhubungan positif dengan consumer satisfaction. Namun, tidak ada pengaruh yang signifikan antara experience using virtual try-on dan purchase intention, serta hubungan antara consumer satisfaction dan purchase intention. Penelitian ini memberikan kontribusi pada literatur pemasaran, terutama dalam konteks teori aliran untuk meningkatkan pengalaman pengguna Augmented Reality (AR) dalam belanja online. Penelitian ini juga menambah pengetahuan dan wawasan, menjadi referensi untuk penelitian selanjutnya, sehingga memperluas pemahaman keilmuan di bidang pemasaran, khususnya dalam ranah teknologi Augmented Reality (AR) yaitu virtual try-on.

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