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All Journal JURNAL PENDIDIKAN TAMBUSAI Journal on Education Accounting and Management Journal Jurnal Manajemen Jurnal Pengabdian kepada Masyarakat Nusantara DEVOSI Jurnal Manajemen dan Profesional Co-Value : Jurnal Ekonomi, Koperasi & Kewirausahaan Jurnal Ekonomi Trisakti Journal of Innovation Research and Knowledge Journal of Social And Economics Research Jurnal Ekonomi Utama (Juria) JURNAL ABDIKARYASAKTI Business and Entrepreneurial Review Media Riset Akuntansi Auditing & Informasi Media Riset Bisnis & Manajemen Golden Ratio of Data in Summary PERMANA : Jurnal Perpajakan, Manajemen, dan Akuntansi Advances in Management & Financial Reporting Advances: Jurnal Ekonomi & Bisnis journal of social and economic research
Fatik Rahayu
Universitas Trisakti
Religion Humanities Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Health Professions Law, Crime, Criminology & Criminal Justice Social Sciences

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Augmented Reality (AR) Marketing and Consumer Response: A Study in the Retail Industry in Indonesia Miracle Arnold; Fatik Rahayu
Advances in Management & Financial Reporting Vol. 4 No. 1 (2026): October - January
Publisher : Yayasan Pendidikan Bukhari Dwi Muslim

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.60079/amfr.v4i1.676

Abstract

Purpose: This study analyzes the effect of Augmented Reality (AR) stimuli, consisting of vividness, augmentation, product informativeness, and personalized recommendations, on consumers' internal responses (enjoyment, immersion, perceived usefulness, and choice confidence) and their impact on purchase intention in the context of e-commerce in Indonesia. Research design and methodology: The study used a quantitative approach with Structural Equation Modeling (SEM). Data were collected via an online survey of 228 e-commerce users in Indonesia who had used AR features, enabling comprehensive testing of causal relationships among constructs. Findings and discussion: The results show that vividness and augmentation increase enjoyment, while augmentation also strengthens immersion and choice confidence. Personalized recommendations positively affect perceived usefulness. Conversely, product informativeness tends not to support the strengthening of internal responses and, in some relationships, shows a negative direction. The findings confirm that perceived usefulness and immersion are the main determinants of purchase intention, so that cognitive mechanisms and immersive experiences are more crucial than affective responses alone. Implications: Theoretically, this study reinforces the Stimulus–Organism–Response (SOR) model in AR marketing. In practice, companies need to prioritize strengthening augmentation and personalization, and curating product information to reduce cognitive load and optimize purchase intent.
PENGARUH CELEBRITY ENDORSEMENT TERHADAP PURCHASE BEHAVIOUR BRAND KOSMETIK Alisha Rahmadhanti; Fatik Rahayu
Journal of Social and Economics Research Vol 7 No 2 (2025): JSER, December 2025
Publisher : Ikatan Dosen Menulis

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.54783/jser.v7i2.983

Abstract

Penelitian ini bertujuan untuk menganalisis pengaruh celebrity endorsement terhadap purchase behaviour brand kosmetik. Penelitian ini menguji lima variabel, yaitu trustworthiness, expertise, attractiveness, dan congruence yang memengaruhi credibility of celebrity, serta pengaruh credibility of celebrity terhadap purchase behaviour. Metode penelitian yang digunakan adalah pendekatan kuantitatif dengan teknik pengumpulan data melalui kuesioner kepada 200 responden yang aktif di media sosial dan pernah melihat promosi kosmetik oleh selebriti. Hasil analisis menggunakan Structural Equation Modeling (SEM) menunjukkan bahwa credibility of celebrity dan congruence berpengaruh signifikan terhadap purchase behaviour. Trustworthiness dan attractiveness berpengaruh positif terhadap credibility of celebrity, sedangkan expertise tidak berpengaruh signifikan. Penelitian ini merekomendasikan perusahaan kosmetik untuk memilih endorser yang dipercaya dan menarik secara visual, serta relevan dengan citra produk. Saran untuk penelitian selanjutnya adalah mempertimbangkan variabel moderasi seperti consumer involvement.
Anteseden dari Niat Pembelian pada Generasi Z di Indonesia Zahwa Dhia Aulia; Brenda Widjaja; Yustian Frendy; Fatik Rahayu
JURNAL AKUNTANSI DAN MANAJEMEN Vol 10 No 1 (2026): Accounting and Management Journal
Publisher : Universitas Nahdlatul Ulama Surabaya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33086/amj.v10i1.8954

Abstract

This study aims to analyze the impact of social media influencer endorsements on TikTok on the purchase intentions of Generation Z in Indonesia, with brand awareness and perceived value serving as organism variables. The research is grounded in the Stimulus-Organism-Response (SOR) theory, wherein influencer endorsements act as the stimulus, brand awareness and perceived value function as the organism, and purchase intention represents the response. Primary data were collected through questionnaires from 267 respondents—Generation Z individuals who actively use TikTok and have been exposed to endorsement content—using a purposive sampling technique. The data were analyzed using Structural Equation Modeling (SEM) with the AMOS program. The results indicate that social media influencer endorsements do not have a direct effect on purchase intention. The findings suggest that such endorsements are insufficient to drive purchase intention directly without mediating or moderating variables, such as brand trust or brand attitude. This study contributes theoretically to the development of Stimulus-Organism-Response (SOR) theory within the context of digital marketing and offers practical implications for marketing managers in designing more effective influencer marketing strategies.
Co-Authors Adi Sukmanti Adiati Hardjanti Afifah Wulandari Alisha Rahmadhanti Alpha Janitra Firdaus Alpha Janitra Firdaus Alvania Ayuningtyas Amalina, Nurhafifah Anisya Dewi Kusmardianto Ayu Ekasari B. Medina Nilasari Bagus Triaditya Putra Brenda Widjaja Brina Sitanggang De Gala Cicilia Bangun Darra Pradita Hidayat Dhafa Zulfikar Alfarissy Mawardi Dian Octaviani Etty Murwaningsari Fadhel Audia Yusran Grace Intan Irinawati Gunarto Gunarto Ice Nasyrah Noor Iis Afriani Rachman Iis Afriani Rachman Juber Bornop Sibagariang Khansa Fara Wijanarko Khansa Naila Supriyanto Kurniawati Kurniawati Luki Adiati Pratomo Lux Firdaus Fauzi Marshella Shafira Putri Siwalette Miracle Arnold Mochammad Rizky Adhirajasa Muhamad Yusuf Barkah Muhammad Ridho Sanjaya Muhammad Rizky Ananda Nabila Azzahra Ramadhina Naufal Fanal Lubis Netania Emilisa Prita Pramesti Putri Ramadhani Refiana Andriani Repsa Haularizki Sabina Keyla Aisha Safira Hanun Amira Santosa, Wahyuningsih Sistya Rachmawati Slamet Wiyono Soeharjoto, Soeharjoto Sofie Tiana Agnesia Tiana Agnesia Wafa Azzahra Hassya Harahap Windhy Puspitasari Yaneva Anindita Dwi Cahyaningrum Yustian Frendy Zahwa Dhia Aulia