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p-Index From 2021 - 2026
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All Journal Asia-Pacific Management and Business Application
Rafidianto Wibisono
Unknown Affiliation
Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Social Sciences

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Beauty in Motion: Live Streaming, AR Try-On & Brand Love in E-Commerce Zulia Khairani; Nofrizal; Rifka Zahra; Ryan Pahlawan; Rafidianto Wibisono; Aznuriyandi
APMBA (Asia Pacific Management and Business Application) Vol. 15 No. 1 (2026)
Publisher : Department of Management, Faculty of Economics and Business, Brawijaya University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.21776/

Abstract

This study aims to examine the effects of live streaming and augmented reality (AR)-based virtual try-on on shopping enjoyment for makeup products, as well as the mediating role of brand love. The research focuses on cosmetics consumers on Indonesian e-commerce platforms. Employing a quantitative approach, data were collected through questionnaires and observations from 231 respondents selected via purposive sampling and analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM). The results indicate that AR virtual try-on does not significantly affect shopping enjoyment, whereas live streaming and brand love have a positive and significant influence. Furthermore, brand love does not moderate the relationship.
Co-Authors Aznuriyandi Nofrizal Nofrizal Rifka Zahra Ryan Pahlawan Zulia Khairani