<![CDATA[The global digital era has driven transformation across various aspects of life, including changes in communication patterns, access to information, and consumer shopping behavior. These changes have contributed to the increasing popularity of online shopping due to its convenience and flexibility. However, online purchasing continues to face several challenges, such as discrepancies between consumer expectations and the actual products received, resulting from the inability to physically examine or try products before purchase. Nevertheless, transactions on online marketplaces, particularly in the beauty industry, continue to grow. To enhance consumer trust and facilitate the purchase decision-making process, Shopee has introduced an AR-based VTO feature that enables consumers to virtually try on lipstick products before making a purchase. This study employed a quantitative method with a descriptive approach and a causal associative research design. The sample was selected using a purposive sampling technique based on predetermined criteria, while the sample size was determined using the Slovin formula. The findings indicate that AR-based VTO has a positive and significant effect on consumers' purchase decisions for lipstick products. These results suggest that the implementation of VTO technology enhances consumer trust, supports online purchase decision-making, and provides valuable insights for online marketplaces and cosmetic industry stakeholders in developing a better digital shopping experience.]]>
