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All Journal Jurnal Pengabdian kepada Masyarakat Nusantara Journal of Sustainable Technology and Applied Science El-Mujtama: Jurnal Pengabdian Masyarakat East Asian Journal of Multidisciplinary Research (EAJMR) Parsimonia: Jurnal Akuntansi, Manajemen dan Bisnis Prosiding Seminar Nasional Ekonomi dan Bisnis Universitas Ma Chung International Journal of Applied and Advanced Multidisciplinary Research (IJAAMR)
Wahyono, Seno Aji
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Religion Humanities Civil Engineering, Building, Construction & Architecture Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Energy Engineering Industrial & Manufacturing Engineering Social Sciences Other

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Journal : Journal of Sustainable Technology and Applied Science

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ANALYSIS OF THE EFFECT OF USING VIRTUAL TRY-ON BASED ON ARTIFICIAL INTELLIGENCE AND AUGMENTED REALITY ON FACIAL BEAUTY PRODUCTS ON PURCHASE INTENTION WITH ELECTRONIC WORD OF MOUTH AS A MEDIATION VARIABLE (CONSUMER PERSPECTIVE OF E-COMMERCE IN INDONESIA) Fenanda, Zakiah Intan; Triwijayanti, Anna; Wahyono, Seno Aji
Journal of Sustainable Technology and Applied Science (JSTAS) Vol. 5 No. 1 (2024): Journal of Sustainable Technology and Applied Science, May 2024
Publisher : Lembaga Penelitian dan Pengabdian Masyarakat, Institut Teknologi Nasional (ITN) Malang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.36040/jstas.v5i1.9344

Abstract

This research aims to determine the effect of Virtual Try On on consumer Purchase Intention mediated by eWOM. The method used in this research is quantitative explanatory research. The population in this research is Indonesian e-commerce consumers who use the virtual try-on feature for facial beauty products, an unknown number of which are unknown. The sample in this study was obtained from the Hair formula in the amount of 10 x the number of questionnaire items, namely 240 people. Data collection used a questionnaire survey with the pick-up survey method. Data analysis uses the SEM PLS (Partial Least Square) analysis technique. The research results show that the Virtual Try On variable has a significant positive effect on eWOM, eWOM has a significant positive effect on Purchase intention, Virtual Try On has a significant positive effect on purchase intention directly and is also mediated by eWOM and the effect is complementary (partial mediation).
Co-Authors Adriana, Erica Basory, Hartomy Akbar Cahyono, Giovanny Zefanya Catharina Aprilia Hellyani Fenanda, Zakiah Intan Koto, Fitriza Ferunita Kuswandana, Sheila Aryani Lim, Alex Christian Nugroho, Christephen Adi Rino Tam Cahyadi, Rino Tam Sahala Manalu, Sahala Triwijayanti, Anna Utami, Titah Widyaningrum, Santi