<![CDATA[In the digital age, customer experience is key to business success. Augmented Reality (AR) technology offers immense potential to enhance the shopping experience, particularly through virtual try-on features. This research aimed to analyze the impact of implementing AR Product, specifically the virtual try-on feature, on customer satisfaction at PT Dua Naga Kosmetindo. The study employed the System Development Life Cycle (SDLC) waterfall model to develop and implement the virtual try-on feature on the E-Colux website. Black Box testing and User Acceptance Testing (UAT) were conducted to assess the success of the implementation and user acceptance levels. Black Box testing revealed a 100% success rate, while UAT yielded an average score of 87.7%. The results indicated a significant positive correlation between the use of virtual try-on and customer satisfaction, particularly in the dimension of product satisfaction (86%-95%). Female respondents and younger generations exhibited higher satisfaction levels. This research demonstrates that the implementation of virtual try-on can significantly enhance customer satisfaction. However, further research with a larger and more diverse sample is needed to generalize these findings. Additionally, studies on the long-term impact of virtual try-on on customer loyalty and business performance are warranted.]]>
Copyrights © 2024
