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p-Index From 2021 - 2026
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All Journal Jurnal Mantik Journal of Enterprise and Development (JED)
Siska Ernawati Fatimah
Swadaya Gunung Jati University, Indonesia
Computer Science & IT Economics, Econometrics & Finance Languange, Linguistic, Communication & Media

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Augmented Reality, Customer Experience, and Repurchase Intention in the Cosmetic Products: Exploring the Mediating Role of Customer Satisfaction Zahra Fakhiratunisa; Fadia Stevani; Siska Ernawati Fatimah
Journal of Enterprise and Development (JED) Vol. 7 No. 2 (2025)
Publisher : Faculty of Islamic Economics and Business of Universitas Islam Negeri Mataram

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.20414/jed.v7i2.13213

Abstract

Purpose: This study investigates the mediating role of customer satisfaction (CS) in the relationship between augmented reality (AR), customer experience (CE), and repurchase intention (RI).Method: Data were collected from 399 Gen Z cosmetic consumers in Cirebon City through Likert-scale questionnaires. Structural Equation Modeling–Partial Least Squares (SEM-PLS) was used for analysis.Result: This study revealed that all hypotheses were supported. It found that AR positively influences CS, CE significantly impacts CS, and both AR and CE directly affect RI. Additionally, CS was shown to mediate the effects of both AR and CE on RI.Practical Implications for Economic Growth and Development: The findings offer valuable insights for the cosmetics and digital marketing sectors. Integrating AR features can enhance shopping experiences, reduce product-related uncertainty, and increase consumer confidence. Improved customer experience leads to higher satisfaction and loyalty, driving repeat purchases. These outcomes can help businesses lower customer acquisition costs, foster innovation in digital technologies, and strengthen market competitiveness—contributing to job creation and broader economic development in both retail and tech industries.Originality/Value: This study contributes a novel perspective by focusing on Gen Z and cosmetic products. This study also integrates AR and customer experience within a unified research model.
The influence of hybrid personal interaction and authentic content on customer emotional connection at bt batik trusmi cirebon Pandu Pramudya Raka Pratama; Siska Ernawati Fatimah
Jurnal Mantik Vol. 10 No. 1 (2026): May : Manajemen, Teknologi Informatika dan Komunikasi (Mantik)
Publisher : Institute of Computer Science (IOCS)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35335/mantik.v10i1.7140

Abstract

This research sought to examine the influence of Hybrid Personal Interaction and Authentic Content on Customer Emotional Connection at BT Batik Trusmi Cirebon. The increasing integration of offline and digital channels has shifted customer interactions toward a hybrid experience, requiring firms to manage both service encounters and content authenticity simultaneously to maintain psychological bonds. A quantitative method utilizing a causal design was employed, involving 180 respondents selected via purposive sampling who had experienced both physical store visits and digital interactions. Data were analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM). The findings showed that the model had strong explanatory power, with an R2 value of 0.687, meaning that Hybrid Personal Interaction and Authentic Content jointly explained 68.7% of the variance in Emotional Connection. Hybrid Personal Interaction demonstrated a powerful and noteworthy beneficial impact on Emotional Connection (b = 0.792, p < 0.05), making it the dominant predictor. Meanwhile, Authentic Content also had a positive and significant effect (b = 0.094, p < 0.05), although its contribution was relatively smaller. These findings suggested that emotional connections in heritage retail are primarily driven by responsive and empathetic service interactions across hybrid channels, while authentic content strengthens cultural value. This research adds to the relationship marketing literature by incorporating hybridity and authenticity in an omnichannel context
Co-Authors Fadia Stevani Pandu Pramudya Raka Pratama Zahra Fakhiratunisa