Technology Acceptance Model sebagai Mediator Pengaruh Augmented Reality terhadap Purchase Intention Kosmetik Make Over

Abstract

Teknologi Augmented Reality (AR) berperan penting dalam meningkatkan pengalaman belanja konsumen, terutama dalam mengatasi tantangan visualisasi produk kecantikan secara online. Salah satu implementasinya adalah fitur Make Over Virtual Try On yang memungkinkan pengguna mencoba produk secara virtual. Penelitian ini bertujuan untuk menganalisis pengaruh teknologi AR terhadap niat pembelian konsumen melalui peran mediasi Technology Acceptance Model (TAM), serta mengidentifikasi karakteristik pengguna fitur Make Over Virtual Try On di Jabodetabek. Metode yang digunakan adalah analisis deskriptif dan SEM-PLS. Hasil penelitian menunjukkan bahwa dimensi interactivity dan vividness dari AR berpengaruh terhadap niat pembelian melalui perceived usefulness dan perceived ease of use. Berdasarkan hasil penelitian, strategi pengembangan yang disarankan mencakup optimalisasi tampilan interface, personalisasi rekomendasi produk, serta aktivasi dan retensi berbasis data.

Augmented Reality (AR) technology plays a crucial role in enhancing the consumer shopping experience, particularly by addressing visualization challenges in online beauty product purchases. One implementation is the Make Over Virtual Try On feature, which allows users to virtually test products. This study aims to analyze the influence of AR technology on consumers' purchase intention through the mediating role of the Technology Acceptance Model (TAM), while also identifying the characteristics of users in the Jabodetabek area. The research employs descriptive analysis and Structural Equation Modeling using Partial Least Squares (SEM-PLS). Findings reveal that AR dimensions (interactivity and vividness) significantly affect purchase intention through perceived usefulness and perceived ease of use. Based on these findings, recommended strategic developments include optimizing the interface design, enhancing product recommendation personalization, and implementing data-driven activation and retention strategies to improve consumer engagement and strengthen purchase intention through the AR experience.