AUGMENTED REALITY: PENGARUHNYA TERHADAP PURCHASE INTENTION MELALUI MEDIASI CONSUMERS’ CONTROL PADA PRODUK CUSHION SKINTIFIC DI TIKTOK : Survei pada Generasi Z di Kota Bandung

Citra Zharfan Rahmawati, - and Vanessa Gaffar, - and Ayu Krishna Yuliawati, - (2025) AUGMENTED REALITY: PENGARUHNYA TERHADAP PURCHASE INTENTION MELALUI MEDIASI CONSUMERS’ CONTROL PADA PRODUK CUSHION SKINTIFIC DI TIKTOK : Survei pada Generasi Z di Kota Bandung. S1 thesis, Universitas Pendidikan Indonesia.

Abstract

Penelitian ini bertujuan untuk menganalisis pengaruh antara augmented reality dengan consumers’ control, augmented reality terhadap minat beli dan consumers’ control terhadap minat beli produk Cushion Skintific di kalangan Generasi Z di Kota Bandung, serta menganalisis pengaruh augmented reality terhadap purchase intention melalui mediasi consumers’ control. Consumers’ Control berperan sebagai variabel mediasi yang dapat memperkuat atau melemahkan pengaruh Augmented Reality terhadap Purchase Intention. Penelitian ini menggunakan pendekatan kuantitatif, dengan metode penelitian yang melibatkan 400 orang generasi z yang berminat pada produk cushion skintific dan yang pernah menggunakan augmented reality. Teknik pengambilan sampel menggunakan Teknik sampling non-probability purposive. Data yang terkumpul akan dianalisis menggunakan Teknik Analisis Partial Least Square-Structural Equation Modeling (PLS-SEM). Hasil penelitian menunjukan terdapat pengaruh positif signifikan antara masing-masing variabel augmented reality dengan consumers’ control, augmented reality terhadap minat beli dan consumers’ control terhadap minat beli produk Cushion Skintific di kalangan Generasi Z di Kota Bandung, begitupun dengan variabel augmented reality terhadap minat beli melalui mediasi consumers’ control. Hasil penelitian ini diharapkan mampu memberikan referensi bagi Skintific sebagai brand kecantikan dalam upaya melihat sudut pandang konsumen, serta menjadi bahan pertimbangan dalam mengkaji teknik pemasaran augmented reality dalam menyusun strategi pemasaran perusahaan. Selain itu, temuan ini memberikan masukan strategis agar Skintific dapat meningkatkan pengalaman interaktif berbasis teknologi, memperkuat sense of control konsumen dalam mencoba produk secara virtual, serta pada akhirnya mendorong peningkatan purchase intention. Dengan demikian, penerapan augmented reality tidak hanya berfungsi sebagai inovasi teknologi, tetapi juga sebagai alat pemasaran yang efektif untuk memperkuat brand engagement dan loyalitas konsumen. This study aims to analyze the influence of augmented reality on consumers’ control, the effect of augmented reality on purchase intention, and the impact of consumers’ control on the purchase intention of Skintific cushion products among Generation Z in Bandung City. Additionally, it examines the mediating role of consumers’ control in the relationship between augmented reality and purchase intention. Consumers’ control acts as a mediating variable that can strengthen or weaken the influence of augmented reality on purchase intention. This research uses a quantitative approach, involving 400 Generation Z individuals who are interested in Skintific cushion products and have previously used augmented reality features. The sampling technique employed is non-probability purposive sampling. Collected data were analyzed using Partial Least Squares-Structural Equation Modeling (PLS-SEM). The results indicate a significant positive influence between each variable: augmented reality on consumers’ control, augmented reality on purchase intention, and consumers’ control on purchase intention of Skintific cushion products among Generation Z in Bandung City. Furthermore, the study confirms the significant indirect effect of augmented reality on purchase intention through the mediation of consumers’ control. The findings of this study are expected to provide valuable references for Skintific as a beauty brand in understanding consumer perspectives, as well as serve as a consideration in evaluating the use of augmented reality marketing techniques when formulating corporate marketing strategies. In addition, these findings offer strategic insights for Skintific to enhance technology-based interactive experiences, strengthen consumers’ sense of control when virtually trying products, and ultimately increase purchase intention. Thus, the implementation of augmented reality functions not only as a technological innovation but also as an effective marketing tool to reinforce brand engagement and consumer loyalty.

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Item Type:	Thesis (S1)
Additional Information:	https://scholar.google.com/citations?view_op=new_articles&hl=en&imq=Citra+Zharfan+Rahmawati# SINTA ID DOSEN PEMBIMBING Vanessa Gaffar : 5993246 Ayu Krishna Yuliawati : 5977407
Uncontrolled Keywords:	Augmented Reality, Minat Beli, Kontrol Konsumen, Produk Kecantikan, Skintific Augmented Reality, Purchase Intention, Consumers’ Control, Beauty Products, Skintific
Subjects:	H Social Sciences > HF Commerce L Education > L Education (General) T Technology > TK Electrical engineering. Electronics Nuclear engineering
Divisions:	Fakultas Pendidikan Ekonomi dan Bisnis > Manajemen (non kependidikan)
Depositing User:	Citra Zharfan Rahmawati
Date Deposited:	03 Nov 2025 06:44
Last Modified:	03 Nov 2025 06:44
URI:	http://repository.upi.edu/id/eprint/142970

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