PERAN PRODUCT VARIETY MEMEDIASI AUGMENTED REALITY TERHADAP PURCHASE DECISION PRODUK KECANTIKAN WARDAH

Destri Mailinda Tianingrum, - (2025) PERAN PRODUCT VARIETY MEMEDIASI AUGMENTED REALITY TERHADAP PURCHASE DECISION PRODUK KECANTIKAN WARDAH. S2 thesis, Universitas Pendidikan Indonesia.

Abstract

Penelitian ini bertujuan untuk mengetahui peran product variety dalam memediasi augmented reality terhadap purchase decision produk kecantikan Wardah. Dalam era digital, teknologi Augmented Reality (AR) telah menjadi solusi untuk meningkatkan pengalaman belanja online, terutama dalam industri kecantikan. Namun, masih perlu dipahami bagaimana variasi produk mempengaruhi keputusan pembelian melalui penggunaan augmented reality. Metode penelitian yang digunakan ialah explanatory survey dengan pendekatan kuantitatif. Populasi penelitian ini yaitu konsumen Wardah dengan sampel sebanyak 385 responden melalui teknik pengambilan sampel non probability sampling dengan metode purposive sampling. Pengumpulan data penelitian ini berupa penyebaran kuesioner kepada konsumen yang pernah membeli produk kecantikan Wardah. Teknik analisis data yang dipakai ialah SEM-PLS. Hasil penelitian ini menginterpretasikan bahwa augmented reality tidak berpengaruh secara signifikan terhadap purchase decision, product variety memiliki pengaruh secara signifikan terhadap purchase decision, augmented reality memiliki pengaruh secara signifikan terhadap product variety, dan augmented reality memiliki pengaruh secara signifikan terhadap purchase decision yang dimediasi oleh product variety. Implikasi dari penelitian ini, dapat menjadi acuan bagi perusahaan untuk tetap memperhatikan variasi produk untuk meningkatkan efektivitas penggunaan augmented reality dan persepsi konsumen tentang produk kecantikan Wardah, sehingga mempengaruhi keputusan pembelian konsumen. This study aims to determine the role of product variety in mediating augmented reality on purchase decisions of Wardah beauty products. In the digital era, Augmented Reality (AR) technology has become a solution to improve the online shopping experience, especially in the beauty industry. However, it is still necessary to understand how product variety influences purchasing decisions through the use of augmented reality. The research method used is an explanatory survey with a quantitative approach. The population of this study was Wardah consumers with a sample of 385 respondents through a non-probability sampling technique with a purposive sampling method. Data collection for this study was in the form of distributing questionnaires to consumers who had purchased Wardah beauty products. The data analysis techniques used is SEM-PLS. The results of this research interpret that augmented reality does not have a significant effect on purchase decision, product variety has a significant effect on purchase decision, augmented reality has a significant effect on product variety, and augmented reality has a significant effect on purchase decision mediated by product variety. The implication of this research, it can be a reference for companies to continue paying attention to product variations to increase the effectiveness of using augmented reality and consumer perceptions about Wardah beauty products, thereby influencing consumer purchasing decisions.

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Official URL: https://repository.upi.edu
Item Type: Thesis (S2)
Additional Information: https://scholar.google.com/citations?hl=en&user=voksZLwAAAAJ ID SINTA Dosen Pembimbing: Ratih Hurriyati: 5984336 Hilda Monoarfa: 6150134
Uncontrolled Keywords: Augmented Reality, Product Variety, Purchase Decision, dan Wardah Augmented Reality, Product Variety, Purchase Decision, and Wardah
Subjects: H Social Sciences > HB Economic Theory
H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management
L Education > L Education (General)
T Technology > T Technology (General)
Divisions: Fakultas Pendidikan Ekonomi dan Bisnis > Manajemen (non kependidikan)
Depositing User: Destri Mailinda Tianingrum
Date Deposited: 09 Feb 2025 13:21
Last Modified: 09 Feb 2025 13:21
URI: http://repository.upi.edu/id/eprint/130360

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