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All Journal Jurnal Bisnis dan Ekonomi Equilibrium Proceeding SENDI_U Jurnal Ilmiah Universitas Batanghari Jambi SEIKO : Journal of Management & Business Jesya (Jurnal Ekonomi dan Ekonomi Syariah) YUME : Journal of Management Management Studies and Entrepreneurship Journal (MSEJ) Economics and Digital Business Review Jurnal Manajemen Bisnis dan Keuangan Jurnal Ilmiah Wahana Pendidikan PROFICIO: Jurnal Pengabdian Masyarakat IIJSE Al-Kharaj: Jurnal Ekonomi, Keuangan & Bisnis Syariah El-Mal: Jurnal Kajian Ekonomi & Bisnis Islam JER Journal of Ekonomics, Finance, and Management Studies
Aquinia, Ajeng
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The Influence of Social Media Influencers and Augmented Reality Virtual Try-On on Purchase Intention Puspita Sari, Ery Adelia; Aquinia, Ajeng
Jurnal Economic Resource Vol. 8 No. 2 (2025): September - February
Publisher : Fakultas Ekonomi & Bisnis Universitas Muslim Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.57178/jer.v8i2.1508

Abstract

This study aims to analyze the Influence of Social Media Influencers and Augmented Reality Virtual Try-On on Consumer Purchase Intention towards L’Oréal lipstick products in the city of Semarang. The Social Media Influencer used in this study is Cinta Laura who has a positive image and high relevance to the target market. Augmented Reality Virtual Try-On technology is used to provide an interactive experience in trying products virtually. This study uses a quantitative approach with a survey method through a questionnaire distributed to 100 respondents who are social media users and have seen or tried the Augmented Reality Virtual Try-On. The data analysis technique used is multiple linear regression. The results show that Social Media Influencers and Augmented Reality Virtual Try-On have a positive and significant influence on Purchase Intention. The findings show that the credibility of influencers and the ease of use of the Augmented Reality Virtual Try-On feature play an important role in driving consumer purchasing decisions. Companies are advised to continue to develop digital marketing strategies through collaboration with influencers and interactive marketing technology innovation.
Co-Authors Ali Maskur Alimuddin Rizal Bogy Febriatmoko Dian Kristiawan Nugroho Eca Ayu Pratama Euis Soliha Fitika Andraini Fransiska Fransiska Gebrina Ika Wahyuningtyas Hardiyanti, Widhian Harefa, Mikhael Adika Daneslan Hayuningtias, Kristina Anindita Kasmari . Kristina Anindita Hayuningtias Lie Liana . M Yusuf Asrofi Maria Goreti Kentris Indarti Muhammad Farid Ardiansyah Novita Mariana Puspita Sari, Ery Adelia Putri, Rishmawati Rahma Rachmawati Meita Oktaviani Samuel Rivaldi Lokananta Sari, Annissa Ganda Shifa Nur Aini Susetya, Ericka Trima Wahyu Muji Lestari