FACTORS AFFECTING CONSUMER PURCHASE INTENTION USING SEPHORA VIRTUAL ARTIST APP

• Main Author: Shafira, Nadine
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/49657
• Institution: Institut Teknologi Bandung

During the recent years, technology has increasingly advanced and developed. It moves in the direction of the developmental usage of Augmented Reality (AR). With the technological advances many companies have begun to expand their shopping channels through AR. The technological use of AR is being introduced in the retail sector to create value both for retailers and customers. By AR customers can feel a new shopping experience with its real time experience feature that leads to user engagement called Augmented Reality Experiential Marketing (AREM) to create its value. This research purpose is to examine the factors affecting customer purchase intention through AR feature provided by Sephora called Sephora virtual artist app and whether there was a relationship between the use of the technology and the purchasing decisions of customers. A quantitative research was conducted by questionnaire filled by 200 women respondents. Partial Least Square (PLS) was used to test for the relationship between use of AR technology determinants and the purchase intentions of Sephora virtual artist. The findings of this study showed that Sephora virtual artist app had a positive impact towards product purchase intention means that it was possible to affirm that AR could be a successful strategy for beauty companies that want to increment the performances of their online channels.