The The Effect of Augmented Reality Virtual Try-On on Purchase Intention Through the Mediation of Perceived Enjoyment
DOI:
https://doi.org/10.70142/kbijmaf.v2i3.333Keywords:
Augmented Reality, Digital Marketing, Perceived Enjoyment, Purchase Intention, Virtual Try-OnAbstract
Abstract. The shift in consumer behavior from offline to online platforms has significantly accelerated the growth of e-commerce in Indonesia, fundamentally transforming how businesses interact with their customers. Luxcrime, a local cosmetic brand, has responded to this digital evolution by integrating an augmented reality (AR) virtual try-on feature through the Shopee marketplace. This feature is a key component of the brand's digital marketing strategy aimed at enhancing customer engagement, interactivity, and purchase decision-making processes. This study investigates the mediating role of perceived enjoyment in the relationship between AR virtual try-on experiences and consumers' purchase intention toward Luxcrime products on Shopee, specifically in Denpasar City. A total of 100 respondents were surveyed using offline questionnaires with purposive non-probability sampling. The research adopts a combined theoretical framework—Stimulus-Organism-Response (SOR) theory and the Technology Acceptance Model (TAM)—to better understand consumer psychological responses and behavioral outcomes in digital environments. The collected data were analyzed using path analysis via SPSS version 26.0. The results show that all hypotheses are supported: AR virtual try-on has a significant and positive impact on both perceived enjoyment and purchase intention. Furthermore, perceived enjoyment plays a partial mediating role between AR try-on and purchase intention, indicating that enjoyment enhances the persuasive power of virtual product interactions. The study concludes that AR features should not only serve a functional purpose but also evoke positive emotional experiences to maximize their impact. Luxcrime is advised to continue improving the quality, realism, and interactivity of its AR features to increase consumer satisfaction and conversion rates in a competitive digital marketplace.
References
Abrar, K. (2018). Impact of Augmented Reality on Consumer Purchase Intention with the Mediating role of Customer Brand Engagement: Moderating role of Interactivity in Online Shopping. Bahria University Journal of Management & Technology, 1(2), 64–80.
Ahmad, D. A. J., and Ashfi, S. A. (2024). Augmented Reality in Marketing- Enhancing Customer Engangement and Brand Experience. Journal of Research and Innovation in Technology and Management (JRITM), 1(3).
Andersen, A. D., and Schreck, L. (2018). Degree Project Enhancing consumers’ purchase intention by augmented reality The relationship between augmented reality and Swedish millennials’ online purchase intention of shopping goods. Business Administration and Management. https://doi.org/oai:DiVA.org:du-27921
Basari, A. S. A., and Dewanti, R. L. (2024). The Effect of Augmented Reality and Perceived Risk on Online Shopping Behaviour with Perceived Enjoyment as Mediating Variable. International Journal For Multidisciplinary Research, 6(2). https://doi.org/10.36948/ijfmr.2024.v06i02.14955
Beck, M., and Crié, D. (2018). I virtually try it … I want it ! Virtual Fitting Room: A tool to increase on-line and off-line exploratory behavior, patronage and purchase intentions. Journal of Retailing and Consumer Services, 40, 279–286. https://doi.org/10.1016/j.jretconser.2016.08.006
Cruz, E., Orts-Escolano, S., Gomez-Donoso, F., Rizo, C., Rangel, J. C., Mora, H., and Cazorla, M. (2019). An augmented reality application for improving shopping experience in large retail stores. Virtual Reality, 23(3), 281–291. https://doi.org/10.1007/s10055-018-0338-3
Davis, F. D. (1989). Perceived usefulness, perceived ease of use, and user acceptance of information technology. MIS Quarterly: Management Information Systems, 13(3), 319–339. https://doi.org/10.2307/249008
Dhianita, S., and Rufaidah, P. (2024). The Role of Virtual Try-On Augmented Reality of Cosmetic Products on Purchase Intention Mediated by Brand Trust. Jurnal Manajemen Bisnis, 11(2), 1111–1123. https://doi.org/10.33096/jmb.v11i2.797
Djakasaputra, A., Pramezwary, A., and Lemy, D. M. (2023). SEIKO : Journal of Management and Business Influence Of Website Quality And Augmented Reality To Purchase Intention With Satisfaction As Mediation. SEIKO : Journal of Management & Business, 6(1), 730–743. https://doi.org/10.37531/sejaman.vxix.688
Ekawati, N. W., Suparna, G., Rahanatha, G. B., Rihayana, I. G., & Adityarini, A. V. S. N. (2025). Enhancing Positive Consumer Responses And Purchase Decision Through Augmented Reality And Stickiness. Polish Journal of Management Studies, 31(1). https://doi.org/10.17512/pjms.2025.31.1.06
Gabriel, A., Ajriya, A. D., Fahmi, C. Z. N., and Handayani, P. W. (2023). The influence of augmented reality on E-commerce: A case study on fashion and beauty products. Cogent Business and Management, 10(2). https://doi.org/10.1080/23311975.2023.2208716
Hilken, T., de Ruyter, K., Chylinski, M., Mahr, D., and Keeling, D. I. (2017). Augmenting the eye of the beholder: exploring the strategic potential of augmented reality to enhance online service experiences. Journal of the Academy of Marketing Science, 45(6), 884–905. https://doi.org/10.1007/s11747-017-0541-x
Holdack, E., Lurie-Stoyanov, K., and Fromme, H. F. (2022). The role of perceived enjoyment and perceived informativeness in assessing the acceptance of AR wearables. Journal of Retailing and Consumer Services, 65. https://doi.org/10.1016/j.jretconser.2020.102259
Jang, Y., and Park, E. (2019). An adoption model for virtual reality games: The roles of presence and enjoyment. Telematics and Informatics, 42. https://doi.org/10.1016/j.tele.2019.101239
KrASIA. (2021). New feature, new look: can augmented reality boost sales of beauty products? | KrASIA. https://kr-asia.com/new-feature-new-look-can-augmented-reality-boost-sales-of-beauty-products
Liu, S., and Napitupulu, T. A. (2020). Analyzing Factors Affecting Satisfaction And Purchase Intention Towards Mobile Augmented Reality E-Commerce Applications In Indonesia. Journal of Theoretical and Applied Information Technology, 98, 22. www.jatit.org
Mehrabian, A., and Russell, J. A. (1974). An Approach to Environmental Psychology. MA: MIT Press.
Na, S., Heo, S., Han, S., Shin, Y., and Roh, Y. (2022). Acceptance Model of Artificial Intelligence (AI)-Based Technologies in Construction Firms: Applying the Technology Acceptance Model (TAM) in Combination with the Technology–Organisation–Environment (TOE) Framework. Buildings, 12(2). https://doi.org/10.3390/buildings12020090
Nugroho, D. D. R., and Febrianta, M. Y. (2024). International Journal of Current Science Research and Review The Influence of Augmented Reality on Purchase Intentions through Consumers of Madame Gie Products. International Journal of Current Science Research and Review, 07(02), 1199–1211. https://doi.org/10.47191/ijcsrr/V7-i2-38
Othman, A. K., Hassan, L. F. A., Hamzah, M. I., Razali, A. R., Saim, M. A. S., Ramli, M. S., Osman, M. A., and Azhar, M. A. A. (2019). The Influence of Social Commerce Factors on Customer Intention to Purchase. Asian Themes in Social Sciences Research, 3(1), 1–10. https://doi.org/10.33094/journal.139.2019.31.1.10
Poushneh, A., and Parraga, A. Z. V. (2017). Discernible impact of augmented reality on retail customer’s experience, satisfaction and willingness to buy. Journal of Retailing and Consumer Services, 34, 229–234. https://doi.org/10.1016/j.jretconser.2016.10.005
Rauschnabel, P. A., Felix, R., and Hinsch, C. (2019). Augmented reality marketing: How mobile AR-apps can improve brands through inspiration. Journal of Retailing and Consumer Services, 49, 43–53. https://doi.org/10.1016/j.jretconser.2019.03.004
Smink, A. R., Frowijn, S., van Reijmersdal, E. A., van Noort, G., and Neijens, P. C. (2019). Try online before you buy: How does shopping with augmented reality affect brand responses and personal data disclosure. Electronic Commerce Research and Applications, 35. https://doi.org/10.1016/j.elerap.2019.100854
Sustaningrum, R. (2023). Purchase Intention Generasi Z Pada Produk Kosmetik Dengan Teknologi Augmented Reality Pada Masa Pandemi. Jurnal Ilmiah Ekonomi Bisnis, 28(3), 405–419. https://doi.org/10.35760/eb.2023.v28i3.7170
Tanah, P. K., Choo, D., and Hoe, Y. (2022). Relationship Of Augmented Reality Marketing And Perceived Price On Consumer Purchase Intention With Mediating Role Of Brand Image Of Shopee Malaysia. In Journal Of Business And Social Sciences (Vol. 2022, Issue 11). http://ipublishing.intimal.edu.my/jobss.html
Utamanyu, R. A., and Darmastuti, R. (2022). Budaya Belanja Online Generasi Z Dan Generasi Milenial Di Jawa Tengah (Studi Kasus Produk Kecantikan di Online Shop Beauty by ASAME). Scriptura, 12(1), 58–71. https://doi.org/10.9744/scriptura.12.1.58-71
Wahyudin, M. A., and Aksari, N. M. A. (2024). The Effect of Augmented Reality Virtual Try-On on Purchase Intention Mediated by Perceived Enjoyment (Study on Revlon Products in Denpasar City). Asian Journal of Management Analytics, 3(4), 1003–1020. https://doi.org/10.55927/ajma.v3i4.10935
Whang, J. Bin, Song, J. H., Choi, B., and Lee, J. H. (2021). The effect of Augmented Reality on purchase intention of beauty products: The roles of consumers’ control. Journal of Business Research, 133, 275–284. https://doi.org/10.1016/j.jbusres.2021.04.057
Widyastuti, W. (2024). | 58 Widyastuti Widyastuti The Role of Augmented Reality in Improving Brand Attitude Through Perceived Enjoyment. Journal of Marketing and Consumer Behaviour in Emerging Markets, 1(18), 58–68. https://doi.org/10.7172/2449-6634.jmcbem.2024.1.4
Yang, H. P., Fan, W. S., and Tsai, M. C. (2024). Applying Stimulus–Organism–Response Theory to Explore the Effects of Augmented Reality on Consumer Purchase Intention for Teenage Fashion Hair Dyes. Sustainability (Switzerland) , 16(6). https://doi.org/10.3390/su16062537
Yim, M. Y. C., Chu, S. C., and Sauer, P. L. (2017). Is Augmented Reality Technology an Effective Tool for E-commerce? An Interactivity and Vividness Perspective. Journal of Interactive Marketing, 39, 89–103. https://doi.org/10.1016/j.intmar.2017.04.001
Zagorc, A., and Bernik, A. (2022). Influence of Augmented Reality on Purchase Intention. Lecture Notes in Networks and Systems, 506 LNNS, 345–357. https://doi.org/10.1007/978-3-031-10461-9_24
