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All Journal Jurnal Ilmu Manajemen (JIM) JDM (Jurnal Dinamika Manajemen) Jurnal Manajemen Teori dan Terapan JURNAL EKONOMI DAN BISNIS AIRLANGGA Jurnal Manajemen dan Kewirausahaan (JMDK) Jurnal Manajemen dan Bisnis Indonesia Syntax Literate: Jurnal Ilmiah Indonesia Journal of Economic, Bussines and Accounting (COSTING) SEIKO : Journal of Management & Business Jurnal Maksipreneur: Manajemen, Koperasi, dan Entrepreneurship JURNAL MANAJEMEN BISNIS Jurnal Komunikasi Profesional Arthavidya Jurnal Ilmiah Ekonomi MABIS: Manajemen dan Bisnis Jurnal Manajerial JURNAL MANAJEMEN DAN BISNIS INDONESIA Jurnal Ilmiah MEA (Manajemen, Ekonomi, dan Akuntansi) JER
Masmira Kurniawati, Masmira
Management Science Study Program, Faculty Of Economics And Business, Universitas Airlangga
Arts Humanities Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Environmental Science Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Library & Information Science Social Sciences Other

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Journal : JER

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Virtual Try-On and Purchase Intention: The Role of User Experience Rofi, Abdur Rahman; Kurniawati, Masmira
Jurnal Economic Resource Vol. 8 No. 1 (2025): March-August
Publisher : Fakultas Ekonomi & Bisnis Universitas Muslim Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.57178/jer.v8i1.1327

Abstract

This study aims to analyze the effect of Maybelline's VTO on consumer purchase intention mediated by immersion, perceived enjoyment, and perceived ease of use. This study uses a quantitative approach with an online survey method to 185 respondents, namely women aged 18 years and over who have used the Maybelline VTO feature. The results of the study indicate that the interactivity and virtuality of the VTO feature have a significant effect on immersion and perceived ease of use, but not on perceived enjoyment. The mediating variables of perceived enjoyment and perceived ease of use significantly increase consumer purchase intention. This finding confirms that VTO features that are interactive, easy to use, and provide a pleasant experience can encourage purchasing decisions.
Co-Authors Bayu Widhi Respati Carolin, Fela Cecia Rahmadanty Dewangga, Danang Ary Fresha Kharisma Fresha Kharisma Hudawidayanti, Iis Mei Iqbal Rizky Rizaldi Kharisma, Annas Kristi, Chikita Y. Kristi, Chikita Y. Laily Ramadhani Lilik Rudianto Lilik Rudianto, Lilik M. Ihwanudin Mentari Septynaputri Widodo Oktarina, Chentia Aisya Ramadhani, Sintesa Aulia Regina Puspa Ayu Saputri Rezki Orientani Ricky Setiawan Sulistyo Rizaldi, Iqbal Rizky Rofi, Abdur Rahman Saiful Ghozi, Saiful Sari Puji Rahayu Sri Hartini Sri Hartini