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Damar, Haunan
Universitas Dain Nuswantoro
Agriculture, Biological Sciences & Forestry Humanities Civil Engineering, Building, Construction & Architecture Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Engineering Environmental Science Health Professions Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Library & Information Science Mathematics Public Health Social Sciences Other

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Menelisik Peran Keunggulan Produk dan Pengalaman Pengguna: dalam Perspektif Theory Of Planned Behavior Seftarina Azzahra; Roymon Panjaitan; Amron Amron; Haunan Damar
Jurnal Akuntansi, Ekonomi dan Manajemen Bisnis Vol. 6 No. 1 (2026): Maret : Jurnal Akuntansi, Ekonomi dan Manajemen Bisnis
Publisher : Pusat Riset dan Inovasi Nasional

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55606/jaemb.v6i1.10569

Abstract

This study investigates the impact of augmented reality (AR), product superiority, and user experience on consumer satisfaction, focusing on the use of L’Oréal cosmetics’ Virtual Try-On feature within an e-commerce platform. It delves deeply into how these three factors influence satisfaction both directly and through mediating effects, drawing on the Theory of Planned Behavior (TPB) and the Theory of Reasoned Action (TRA) to provide a comprehensive perspective on consumer behavior in interactive, technology-driven shopping environments. A quantitative methodology was employed, surveying 100 respondents who have experienced L’Oréal’s AR feature. The data were analyzed using SEM-PLS to construct and empirically validate a structural model of the relationships among the constructs. The results demonstrate that AR significantly enhances consumer satisfaction, both directly and indirectly via product superiority and user experience, each serving as key mediators. Additionally, the study’s theoretical foundation highlights that contemporary consumer technology adoption is shaped by perceived usefulness, convenience, and experiential value during digital interactions, reinforcing the model’s relevance for understanding the factors driving consumer satisfaction with AR technologies.
Co-Authors Adilla Kustya Ulfa Adzim, Leon Islamey Alesi, Nipinoya Amron Amron Anggi Permata Sari Anggi, Lusi Setia Arifiana, Latifa Awanis Linati Haziroh Caesar, Jovanda Cahya, Handy Nur Della Christine Parhusip Diana Aqmala Eko, Dwi Eric Suryakencana Wibowo, Mochammad Ervina, Mareta Fakhmi Zakaria Fatmawati, Elia Resha Febrianur I F S Putra Febrianur Ibnu Fitroh Sukono Putra Fitrianah, Dian Foza Hadyu Hasanatina Handy Nur Cahya Hariyadi, Guruh Taufan Hertiana Ikasari Ida Farida Imam Nuryanto Imam Nuryanto Intan Aprilia Kinasih, Restu Kumala, Khofifah Ela Kusuma, Pradana Jati Mujib, Miftachul Mulyono, Fauzi Riyanto, Fery Roymon Panjaitan Safitri, Maria Seftarina Azzahra Suhita Whini Setyahuni Umar - Farouk Usman Usman Wardani, Nizia Kusuma Wibowo, Mochammad Eric Suryakencana Winarto - Winarto Zakaria, Fakhmi