Alpiah, Ratu (2025) Analisis Pengaruh Penggunaan Teknologi Augmented Reality (AR) Terhadap Online Buying Behavior Produk Kosmetik Wardah Melalui Website Resmi Dengan Consumer Engagement Sebagai Variabel Intervening. Tugas Akhir (S1) - thesis, Universitas Bakrie.
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Abstract
Along with technological advancements, consumer shopping behavior has shifted toward digital platforms, encouraging the cosmetics industry to introduce innovations that provide a more interactive shopping experience to support online purchasing. This study aims to evaluate the extent to which consumer engagement mediates the influence of the augmented reality Virtual Try-On feature on online buying behavior of Wardah’s cosmetic products through its official website. This research employs a quantitative approach with survey techniques using questionnaires distributed to Wardah cosmetic product consumers. Data analysis was conducted using path analysis with the assistance of SPSS software. The results indicate that consumer engagement is able to mediate the influence of the augmented reality Virtual Try-On feature on online buying behavior of Wardah consumers through the official website. These findings are expected to serve as a reference for Wardah and other cosmetic industry players in designing digital marketing strategies based on interactive technology to strengthen competitiveness in the digital era. Keywords: Augmented Reality, Consumer Engagement, Online Buying Behavior, Wardah
| Item Type: | Thesis (Tugas Akhir (S1) - ) |
|---|---|
| Uncontrolled Keywords: | Augmented Reality, Consumer Engagement, Online Buying Behavior, Wardah |
| Subjects: | Marketing Thesis > Thesis (S1) |
| Divisions: | Fakultas Ekonomi dan Ilmu Sosial > Program Studi Manajemen |
| Depositing User: | Ratu Alpiah |
| Date Deposited: | 15 Sep 2025 07:21 |
| Last Modified: | 15 Sep 2025 07:21 |
| URI: | https://repository.bakrie.ac.id/id/eprint/12645 |
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