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All Journal Jurnal Siasat Bisnis Gadjah Mada International Journal of Business Jurnal Manajemen Teori dan Terapan Jurnal Ekonomi dan Bisnis Islam Jurnal Riset Manajemen dan Bisnis (JRMB) Fakultas Ekonomi UNIAT Simposium II UNIID 2017 al-Uqud : Journal of Islamic Economics IJEBD (International Journal Of Entrepreneurship And Business Development) EKUITAS (Jurnal Ekonomi dan Keuangan) Ecobisma (Jurnal Ekonomi, Bisnis dan Manajemen) Abdi: Jurnal Pengabdian dan Pemberdayaan Masyarakat Jurnal Layanan Masyarakat (Journal of Public Service) Golden Ratio of Marketing and Applied Psychology of Business El-Mal: Jurnal Kajian Ekonomi & Bisnis Islam Journal of Ekonomics, Finance, and Management Studies
Dien Mardhiyah
Faculty Of Economics And Business Universitas Airlangga
Religion Agriculture, Biological Sciences & Forestry Humanities Civil Engineering, Building, Construction & Architecture Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Environmental Science Health Professions Industrial & Manufacturing Engineering Medicine & Pharmacology Public Health Social Sciences Other

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The role of augmented reality in halal beauty shopping experience Mardhiyah, Dien; Futuwwah, Ali Imaduddin; Susilowati, Fitriah Dwi; Osman, Syuhaily; Gozali, Nidia Artanti; Putri, Nadia Ramadhani Nugroho
al-Uqud : Journal of Islamic Economics Vol. 9 No. 2 (2025): July
Publisher : Universitas Negeri Surabaya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.26740/al-uqud.v9n2.p143-161

Abstract

Augmented Reality (AR) is rapidly evolving and being integrated into various business sectors, including the halal cosmetics industry. Additionally, AR helps prevent contamination from non-halal ingredients and reduces the spread of diseases associated with shared testers. Despite these advantages, consumer adoption of AR in online cosmetic selection remains low. Many shoppers still cannot use AR, despite its vividness, interactivity, and customizable features, which can significantly enhance product exploration and foster a positive perception of the technology. This study investigates the key factors influencing consumers' intentions to use AR when purchasing halal cosmetics, employing the SOR theory as a framework. Through a quantitative approach and SEM-PLS analysis, the findings reveal that AR attributes play a crucial role in creating a more immersive and compelling halal shopping experience. These insights offer valuable guidance for businesses seeking to develop AR-driven marketing strategies—an approach that remains underutilized in the halal cosmetics industry. By leveraging AR technology, companies can bridge the gap between online and offline shopping, enhance consumer confidence, and drive greater engagement in the halal beauty market.
Co-Authors Abdullah, Syahidah Al Mustofa, Muhammad Ubaidillah Apriwiliza, Gita Arfiani, Ninda Atiya, Nikmatul Aufar Fadlul Hady Ayu Fitriyani B M Purwanto B. M. Purwanto Basu Swastha Dharmmesta Bintang Hanifian Syahdana Diaz Tulus Anandri Dinda Oktaviona Rosidi Dzikri Nurrohman Eka Puspa Dewi Falah, Yusril Farizil Qudsi, Maulana Fihrist Rayhan Deqauni Fitriah Dwi Susilowati Futuwwah, Ali Imaduddin Gozali, Nidia Artanti Imron Mawardi Isma Ulfaturrosida Kusuma, Aditya Mohd Faiz Hilmi Muhammad Ubaidillah Al-mustofa Nauval Fadhillah Gusti Wijaya Nur Habiba Zain Osman, Syuhaily Prabowo, Arif Prasetya, Adelia Hapsari Putri, Nadia Ramadhani Nugroho Rosidi, Dinda Oktaviona Saptowati, Errin Dwi Sinulingga, Rizky Amalia Sri Hartini Sri Hartini Sukaris Sulistiyaso, Heru Sulistyawati, Sri Sunan Fanani, Sunan Suyoso, Aldo Lovely Arief Tika Widiastuti Ulfaturrosida, Isma Yusvianty, Riedha Sabila Ardian Zain, Nur Habiba