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All Journal Jurnal Manajemen Sains dan Organisasi (JMSO) Jurnal Akuntansi, Manajemen Dan Ekonomi Islam (JAM-EKIS)
Nurna Yuni
Universitas Perjuangan Tasikmalaya
Humanities Economics, Econometrics & Finance Social Sciences

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Virtual Try On Sebagai Determinan terhadap Keputusan Pembelian Dimoderasi oleh Ulasan Pelanggan Hary Firmansyah; Nurna Yuni; Depy Muhamad Pauzy
Jurnal Ilmiah Akuntansi, Manajemen dan Ekonomi Islam (JAM-EKIS) Vol. 9 No. 1 (2026): Jurnal Ilmiah Akuntansi, Manajemen, dan Ekonomi Islam (JAM-EKIS)
Publisher : Universitas Muhammadiyah Bengkulu

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.36085/jam-ekis.v9i1.9274

Abstract

Virtual Try-On (VTO) technology in e-commerce is used to reduce uncertainty when purchasing experiential products such as skincare, which serve various functions and target diverse consumer segments. A novel aspect of this research was the examination of the usefulness of Virtual Try-On. The purpose of this study was to investigate the effect of VTO usage on purchasing decisions. It also analyzed the moderating role of customer reviews in the relationship between VTO use and purchasing decisions. The method employed was quantitative explanatory research. The results revealed that all indicators for each variable were valid and reliable. The use of the VTO feature had a significant effect on purchasing decisions, both partially and simultaneously. Customer reviews did not have a moderating or significant influence on the effect of VTO on purchasing decisions. Virtual Try-On was identified as a primary determinant of online purchasing decisions for skincare products. The success of VTO depends on its functional aspects and the enjoyable experience it provides. The effectiveness of VTO increases when supported by positive customer reviews. Integrating VTO technology strategies with online product differentiation through customer reviews is important for increasing sales conversions.
LIVE STREAMING INFLUENCER AND PRODUCT CONTENT AS DETERMINANTS OF PURCHASE INTEREST SHOPEE CONSUMERS IN TASIMALAYA CITY Nurna Yuni; Hary Firmansyah; Depy Muhamad Pauzy
Jurnal Manajemen Sains dan Organisasi Vol. 5 No. 3 (2024): Jurnal Manajemen Sains dan Organisasi
Publisher : Fakultas Ekonomi dan Bisnis, Universitas Palangka Raya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.52300/jmso.v5i3.18619

Abstract

Objective – The aim of this research was to determine the influence of Live Streaming Influencers and Product Content on Customer Buying Interest toward Shopee Consumers in Tasikmalaya City.Design/Methodology/Approach – This quantitative research was aimed at an online survey of 127 respondents who used Shopee accounts for online shopping. Sample data was collected through purposive sampling and analyzed using Multiple Linear Regression via SPSS.Findings – The research outcome show that Live Streaming Influencers have no effect on Customer Buying Interest. Meanwhile, Content of Product has a significant effect on Customer Buying Interest. Then Live Streaming Influencers and Content Of Product together have a significant influence on Customer Buying Interest.Conclusion and Implications – The findings of this research indicate that Live Streaming carried out by Influencers did not necessarily a guarantee for attracting buyers who have certain intentions about the products they want. Then by diverse and interesting product content, consumers gain literacy according to their needs for product information. Keywords: Live Streaming Influencer, Content Of Product, and Customer Buying Interest
Co-Authors Depy Muhamad Pauzy Hary Firmansyah