PENGARUH VIRTUAL TRY-ON TERHADAP ONLINE SHOPPING EXPERIENCE DAN KEPUTUSAN PEMBELIAN PRODUK LUXCRIME OFFICIAL SHOP DI SHOPEE - Alfiatul Izzah; Any Urwatul Wusko (Universitas Diponegoro, 2026)
Abstract: This research is based on changes in people's shopping behavior which are increasingly turning to the digital realm, encouraging companies to develop innovative features that allow consumers to try products without having to touch the goods or be physically present. Therefore, this study aims to examine the effect of the virtual try-on feature on online shopping experience and product purchasing decisions at Luxcrime Official Shop at Shopee. This research was conducted on consumers who have tried the virtual try-on feature at Luxcrime Official Shop. The data collection technique used a questionnaire distributed online via google forms with Likert scale measurements. The sample used was 114 respondents with a non-probability sampling method using purposive sampling. In this research data processing was carried out using the Partial Least Square (PLS) analysis method using the help of WarpPLS 8.0 software. Based on the research results, it can be seen that virtual try-on has a positive and significant effect on online shopping experience with a p-value <0.001 and a path coefficient value of 0.605, virtual try-on has a positive and significant effect on purchasing decisions with a p-value <0.001 and a path coefficient value of 0.430, and online shopping experience has a positive and significant effect on purchasing decisions with a p-value <0.001 and a path coefficient value of 0.341.Keywords: Virtual Try-On; Online Shopping Experience; and Purchase Decision Abstrak: Penelitian ini didasari oleh perubahan perilaku belanja masyarakat yang semakin beralih ke ranah digital, mendorong perusahaan untuk mengembangkan fitur inovatif yang memungkinkan konsumen mencoba produk tanpa harus menyentuh barang atau hadir secara fisik. Oleh karena itu, penelitian ini bertujuan untuk menguji pengaruh fitur virtual try-on terhadap pengalaman belanja online dan keputusan pembelian produk di Luxcrime Official Shop di Shopee. Penelitian ini dilakukan pada konsumen yang pernah mencoba fitur virtual try-on di Shopee Official Shop Luxcrime. Teknik pengumpulan data menggunakan kuesioner yang disebar secara online melalui google formulir dengan pengukuran skala likert. Sampel yang digunakan sebanyak 114 responden dengan metode non-probability sampling tepatnya menggunakan purposive sampling. Pada pengelolahan data penelitian ini dilakukan dengan metode analisis Partial Least Square (PLS) menggunakan bantuan software WarpPLS 8.0. Berdasarkan hasil penelitian dapat diketahui bahwa virtual try-on berpengaruh positif dan signifikan terhadap online shopping experience dengan nilai p-value <0,001 dan nilai path coefficient 0,605, virtual try-on berpengaruh positif dan signifikan terhadap keputusan pembelian dengan nilai p-value <0,001 dan nilai path coefficient 0,430, dan online shopping experience berpengaruh positif dan signifikan terhadap keputusan pembelian dengan nilai p-value <0,001 dan nilai path coefficient 0,341.Kata Kunci: Virtual Try-On; Online Shopping Experience; dan Keputusan Pembelian