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All Journal Jurnal Ilmu Komunikasi
Yuliana Rahail
Universitas Atma Jaya Yogyakarta
Languange, Linguistic, Communication & Media

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Pengaruh Teknologi Mobile Augmented Reality terhadap Niat Beli Looké Beauty Yuliana Rahail; Jeanne Ellyawati
Jurnal ILMU KOMUNIKASI Vol. 21 No. 2 (2024)
Publisher : Departemen Ilmu Komunikasi FISIP Universitas Atma Jaya Yogyakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24002/jik.v21i2.8399

Abstract

The Mobile Augmented Reality (MAR) application is a marketing innovation that enhances consumer experiences by enabling virtual product trials despite distance and time constraints. This study examines the impact of MAR on purchase intention through perceived enjoyment and usefulness. Data were collected via online questionnaires using purposive and snowball sampling methods and analyzed using SmartPLS. Results indicate that virtual presence and devices influence enjoyment and usefulness directly and indirectly in shaping purchase intentions. Moreover, enjoyment and usefulness are found to have a positive effect on purchase intentions.
Co-Authors Jeanne Ellyawati