<![CDATA[Purpose: This study aims to examine the effect of Augmented Reality (AR) implementation on consumer behavior in Wardah cosmetic products. The study focuses on understanding how AR-based digital marketing experiences influence consumers’ cognitive, affective, and post-purchase responses.Research Methodology: This study employed a quantitative research approach using a survey method. Data were collected from 35 Wardah consumers who had experienced the Augmented Reality feature available on the Wardah website. The data were analyzed using validity testing, reliability testing, simple linear regression analysis, coefficient of determination (R²), and t-test using SPSS.Results: The findings indicate that Augmented Reality has a positive and significant effect on consumer behavior. The regression analysis shows that AR has a positive coefficient of 0.292, with a t-value of 3.807 and a significance value of p < 0.001. Furthermore, the R² value of 0.149 indicates that AR explains 14.9% of variations in consumer behavior, while the remaining variations are influenced by other factors outside the research model.Conclusions: Augmented Reality contributes to improving consumer experiences by providing more interactive, informative, and engaging product evaluations. AR technology helps consumers understand products better and supports purchasing-related decisions.Limitations: This study is limited by the small sample size and the focus on a single cosmetic brand, which may restrict the generalizability of the findings.Contribution: This study contributes to digital marketing literature by demonstrating the role of AR technology in shaping consumer behavior and provides practical implications for cosmetic companies in developing technology-based marketing strategies.]]>
