EKSPLORASI AUGMENTED REALITY DALAM KAITANNYA DENGAN CUSTOMER EXPERIENCE (Survey Terhadap Pengguna: Shopee Beauty Cam)

Muhammad Fahmi Husaini, - (2021) EKSPLORASI AUGMENTED REALITY DALAM KAITANNYA DENGAN CUSTOMER EXPERIENCE (Survey Terhadap Pengguna: Shopee Beauty Cam). S1 thesis, Universitas Pendidikan Indonesia.

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Abstract

Muhammad Fahmi Husaini (1704676) “Eksplorasi Augmented Reality dalam Kaitannya dengan Customer Experience (Survey Terhadap Pengguna: Shopee Beauty Cam)” dibawah bimbingan Dr. Vanessa Gaffar, S.E, Ak., MBA dan Dr. Ayu Krishna Yuliawati, S.Sos., MM Penelitian ini bertujuan memberikan pemahaman mengenai gambaran Augmented Reality, Customer Experience serta pengaruh dari Augmented Reality dalam bentuk fitur virtual try on yang dikembangkan oleh Shopee yaitu Shopee Beauty Cam terhadap Customer Experience. Dalam upaya mencapai hal tersebut, digunakan tiga pendekatan dimensi dari Augmented Reality yaitu perceived informativeness, vividness, dan interactivity. Sementara untuk mengukur Customer Experience digunakan tiga pendekatan dimensi yang secara khusus digunakan dalam kaitannya dengan new technology salah satunya Augmented Reality yaitu kognitif, sensoris/emosional, dan sosial. Data primer dalam penelitian ini diperoleh dengan menyebar kuesioner kepada 166 responden wanita dengan usia >17 tahun dan pernah menggunakan fitur Shopee Beauty Cam. Selain itu dalam upaya validasi, dilakukan wawancara terhadap 10 responden yang sebelumnya telah mengisi kuesioner. Data yang diperoleh kemudian diolah secara deskriptif dan verifikatif untuk dapat mencapai tujuan penelitian. Hasilnya ditemukan bahwa penilaian pengguna terhadap fitur virtual try on berbasis Augmented Reality Shopee Beauty Cam berada pada penilaian tinggi, yang berarti Shopee Beauty Cam memiliki kinerja yang baik. Selain itu, gambaran Customer Experience menurut pengguna fitur Shopee Beauty Cam berada pada kategori penilaian tinggi, yang berarti secara keseluruhan fitur Shopee Beauty Cam dinilai memberikan pengalaman yang positif dalam kegiatan belanja online. Selanjutnya dari hubungan keduanya diketahui bahwa Augmented Reality berpengaruh positif terhadap Customer Experience. Melalui penelitian ini diharapkan mampu memberikan gambaran baru dalam memahami Augmented Reality, Customer Experience, dan hubungan keduanya dalam mendukung aktivitas belanja online khususnya di e commerce Kata Kunci: Virtual Try On; Augmented Reality; Customer Experience; E Commerce; Shopee Beauty Cam Muhammad Fahmi Husaini (1704676) "Exploration of Augmented Reality in Relation to Customer Experience (User Survey: Shopee Beauty Cam)" under the guidance of Dr. Vanessa Gaffar, S.E, Ak., MBA and Dr. Ayu Krishna Yuliawati, S.Sos., MM This research aims to provide an understanding of the picture of Augmented Reality, Customer Experience and the influence of Augmented Reality in the form of virtual try on features developed by Shopee, namely Shopee Beauty Cam to Customer Experience. In an effort to achieve this, three dimensional approaches of Augmented Reality are perceived informativeness, vividness, and interactivity. While to measure customer experience used three dimensional approaches that are specifically used in relation to new technology, one of which is Augmented Reality, namely cognitive, sensory / emotional, and social. The primary data in this study was obtained by disseminating questionnaires to 166 female respondents aged >17 years and had used the Shopee Beauty Cam feature. In addition, in the validation effort, interviews were conducted on 10 respondents who had previously filled out questionnaires. The data obtained is then processed descriptively and verifikatively to be able to achieve research objectives. The results found that user ratings of Shopee Beauty Cam's augmented reality-based virtual try on feature are at a high rating, which means Shopee Beauty Cam performs well. In addition, the customer experience picture according to Shopee Beauty Cam feature users is in the high rating category, which means that overall Shopee Beauty Cam features are rated as providing a positive experience in online shopping activities. Furthermore, from the relationship of the two it is known that Augmented Reality has a positive effect on the Customer Experience. Through this research is expected to provide a new picture in understanding Augmented Reality, Customer Experience, and the relationship of the two in supporting online shopping activities, especially in e commerce Keywords: Virtual Try On; Augmented Reality; Customer Experience; E Commerce; Shopee Beauty Cam

Item Type: Thesis (S1)
Uncontrolled Keywords: Virtual Try On; Augmented Reality; Customer Experience; E Commerce; Shopee Beauty Cam
Subjects: H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management
H Social Sciences > HF Commerce
L Education > L Education (General)
Divisions: Fakultas Pendidikan Ekonomi dan Bisnis > Manajemen (non kependidikan)
Depositing User: Muhammad Fahmi Husaini
Date Deposited: 19 Aug 2021 07:13
Last Modified: 19 Aug 2021 07:13
URI: http://repository.upi.edu/id/eprint/63941

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