Pengaruh Augmented Reality Virtual Try On Shopee terhadap Purchase Intention Gen Z Kosmetik L'Oréal Paris

Abstract

Pertumbuhan e-commerce di Indonesia mendorong platform seperti Shopee untuk menghadirkan fitur Augmented Reality (AR) virtual try on guna meningkatkan pengalaman belanja kosmetik secara daring. Penelitian ini bertujuan menganalisis pengaruh dimensi AR terhadap purchase intention Generasi Z pada produk kosmetik L'Oréal Paris di Shopee. Penelitian ini menggunakan pendekatan kuantitatif dengan metode SEM-PLS melalui bantuan SmartPLS 4. Data diperoleh dari 158 responden Generasi Z di Jabodetabek yang pernah menggunakan fitur AR virtual try on Shopee untuk produk kosmetik L'Oréal Paris. Hasil penelitian menunjukkan bahwa ketiga dimensi AR, yaitu interactivity, vividness, dan novelty seluruhnya berpengaruh positif dan signifikan terhadap purchase intention dengan model mampu menjelaskan 67,6% variasi purchase intention. Implikasi penelitian ini menunjukkan pentingnya optimalisasi kualitas visual, interaktivitas, dan pengalaman kebaruan pada fitur AR untuk meningkatkan minat beli konsumen Generasi Z terhadap produk kosmetik L'Oréal Paris di Shopee.

The growth of e-commerce in Indonesia has prompted platforms like Shopee to introduce augmented reality (AR) virtual try-on features to enhance the online cosmetics shopping experience. This study employed to examine the influence of AR dimensions on Generation Z’s purchase intention for L’Oréal Paris cosmetics products on Shopee. This study employed a quantitative approach using the SEM-PLS method with the assistance of SmartPLS 4. Data were collected from 158 Generation Z respondents in the Jakarta metropolitan area who had used Shopee’s AR virtual try-on feature for L’Oréal Paris cosmetic products. The results indicated that all three AR dimensions, interactivity, vividness, and novelty have a positive and significant effect on purchase intention with the model explaining 67.6% of the variation in purchase intention. The implications of this study highlight the importance of optimizing visual quality, interactivity, and novelty in AR features to enhance Generation Z consumers’ purchase interest in L’Oréal Paris cosmetic products on Shopee.