TRANSFORMASI PENGALAMAN BELANJA DENGAN AUGMENTED REALITY: PERAN HEDONIC SHOPPING BEHAVIOR DALAM MENCIPTAKAN EXCITEMENT AFFECTIVE RESPONSE
DOI:
https://doi.org/10.35794/jmbi.v12i1.59657Abstract
The rapid development of today's digital technology has led to changes in various sectors, including marketing. In the transformation from marketing 1.0 to 5.0, Augmented Reality (AR) technology is emerging as an innovation used in improving customer experience, especially in the beauty industry. Augmented Reality allows consumers to interact with products visually and immersively before making a purchase, providing a more enjoyable and emotionally satisfying experience. This study was conducted with the aim of looking at the effect of Augmented Reality Beauty Experience on Excitement Affective Response, which is moderated by Hedonic Shopping Behavior in the context of beauty product marketing. This research uses a quantitative approach with Structural Equation Modeling-Partial Least Square (SEM-PLS) analysis. Testing was conducted using SmartPLS 4.0 software with a sample size of 377 respondents. The findings of this study indicate that Augmented Reality Beauty Experience has a significant effect on Excitement Affective Response, but Hedonic Shopping Behavior as moderation weakens this influence.
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