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All Journal JURNAL MANAJEMEN MOTIVASI
Astridya Syahada Putri Hermawan
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Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

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Peran Fitur Virtual Try-On dan Nilai yang Dirasakan Pelanggan dalam Pengalaman Pelanggan Digital: Studi pada Pengguna Produk Kosmetik Astridya Syahada Putri Hermawan; Rufaidah, Popy
JURNAL MANAJEMEN MOTIVASI Vol 22 No 2 (2026): Jurnal Manajemen Motivasi
Publisher : Universitas Muhammadiyah Pontianak

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29406/jmm.v22i2.9531

Abstract

This study examines the relationships of the virtual try-on (VTO) feature and customer perceived value with digital customer experience among cosmetic product users. An online cross-sectional survey yielded 108 valid responses. PLS-SEM showed positive associations between digital customer experience and both VTO (β = 0.344; p < 0.001) and perceived value (β = 0.564; p < 0.001). The model explained 75.4% of the variance in digital customer experience. The findings suggest that cosmetic retailers should combine responsive, personalized product visualization with convenient and valuable shopping interactions. The cross-sectional design does not establish causality.
Co-Authors Popy Rufaidah