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All Journal Jurnal TIMES JOURNAL OF ELECTRICAL AND SYSTEM CONTROL ENGINEERING Jurnal Elektro dan Telkomunikasi Jurnal Engine: Energi, Manufaktur, dan Material El-Iqtishady Abdimas: Papua Journal Of Community Service Journal Software, Hardware and Information Technology International Journal of Educational Review, Law And Social Sciences (IJERLAS) Multidiciplinary Output Research for Actual and International Issue (Morfai Journal) International Journal of Economic, Business, Accounting, Agriculture Management and Sharia Administration (IJEBAS) International Journal of Social Science, Educational, Economics, Agriculture Research, and Technology (IJSET) AJAD : Jurnal Pengabdian kepada Masyarakat Mauriduna : Journal of Islamic studies Jurnal Nasional Teknologi Komputer International Review of Practical Innovation, Technology and Green Energy (IRPITAGE) Journal of Accounting Research, Utility Finance and Digital Assets (JARUDA) Journal Agroecotech Indonesia (JAI) Jurnal Riset Hukum, Ekonomi Islam, ekonomi, Manajemen dan Akuntansi Jurnal Kreasi Rakyat SABAJAYA Jurnal Pengabdian Kepada Masyarakat International Journal of Economic, Technology and Social Sciences (Injects) GEMBIRA (Pengabdian Kepada Masyarakat) Jurnal Kesehatan Republik Indonesia Jurnal Teknik Elektro dan Komputer Indonesian Journal of Economic & Management Sciences (IJEMS) Jurnal Sains Materi Indonesia
Rahmaniar
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THE INFLUENCE OF AUGMENTED REALITY (AR) TECHNOLOGY, ADVERTISING APPEALS, LIVE SHOPPING, AND INFLUENCER MARKETING ON PURCHASING DECISIONS FOR HANASUI LIPSTICK PRODUCTS (CASE STUDY ON FEMALE STUDENTS IN LHOKSEUMAWE CITY) Cut Dhea Fidela; Adnan; Naufal Bachri; Rahmaniar
International Journal of Economic, Business, Accounting, Agriculture Management and Sharia Administration (IJEBAS) Vol. 5 No. 4 (2025): August
Publisher : CV. Radja Publika

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.54443/ijebas.v5i4.4069

Abstract

The present study investigates the influence of Augmented Reality (AR), advertising appeal, live shopping and influencer marketing on consumer purchasing decisions, with a specific focus on female university students in Lhokseumawe City as consumers of Hanasui lipstick products. The accelerated evolution of digital marketing platforms, in conjunction with the incorporation of interactive technologies, has profoundly influenced consumer behaviour, particularly within the cosmetics industry, where the experience of products holds particular significance. A purposive sampling method, categorised as non-probability sampling, was employed to select 120 respondents. The data were collected through an online questionnaire, which was distributed via Google Forms. The data were then analysed using multiple linear regression with SPSS version 21. The findings indicate that augmented reality (AR), advertising appeal, and live shopping features have a significant and positive influence on purchasing decisions, suggesting that immersive experiences and interactive product demonstrations enhance consumer confidence and interest. However, the investigation revealed that influencer marketing did not demonstrate a significant effect, suggesting that personal factors or peer recommendations may have a greater impact on consumer behaviour in this context than promotional content from influencers.
Co-Authors Abu Hasan Adi Sastra Pengalaman Tarigan Aditya Adnan Ahmad Dani Aisah Akhyar, Chairil Amru Usman Aprida Hanum Arliansyah Arnela Nur Bahri, Halida Chalirafi Cut Dhea Fidela Edison Erna Isfayani Ernawati Jassin, Ernawati Erpandi Dalimunthe Eva Ayuzar Fakhri, Ade Falahuddin Farhan Kandarifa Fayza Yovania Br Sembiring Fidya Amira Nasution Fitrian Rizky Fuad, Raja Nasrul Fuadi Hamdiah Haris Gunawan Hartati Bahar Heriyana Ikramuddin, Ikramuddin Ilham Ahmad Ilyasa Ramadhan INDAH PURNAMASARI Isfayani, Erna Jamil, Afwan Jullimursyida Kamrin Khadijah Vanny Khairawati Khairil Anwar Khairina AR Likdanawati Lince Bulutoding Lisnawati M. Subhan Mardhiah, Ainol Mariyudi Martha Aznury Martua Rahmat Maryudi Mhd Rizki Syahputra Mhd. Ilyasa Lubis Mirna Zahara Mita Darmayanti Mohd Heikal MUCHSIN Mufid, M. Nuzul Muhammad Ade Hendarso Muhammad Zaman Munandar Nadhila Isara Naufal Bachri, Naufal Nia Kurniawati Nofan Rullyanto Tinambunan Nur Faliza Nurainun Nurazizah Parlin Hambali Pristisal Wibowo Puja Ramadhani Putri Faradila Radha Chitta Vritti Rafifah Abu, Rahmah Rahmah Rafifah Abu Rahman Ambo Masse Ratna Wilis Razali, Ramadhan Rico Nur Ilham Ridwan, Wahyu Ristati Rizaldy, Adhy Robert Junaidi Rosa Zachrul Phonna Rudi Maulana Rusydi Said Abdillah Saiful Bahgia Saiful Muchlis Saleh, Firman Samsul Bahri Sapna Biby Satria Darmawan Suriani Sutriani Syahbudin Syahbudin, Syahbudin Syamsul Bahri Syifa Thahira Yusral T. Edyansyah, T. Edyansyah Talita Ainun Nursalsabillah C Taufik Refyandra Wahyu Desmandra Wahyu Fuadi Wahyuddin Widia Kamisah M Br Tinambunan Widyana Verawati Siregar Widyana Verawaty Siregar Yulis Sayang Zulham Zuraidah Tharo