JURNAL MANAJEMEN MOTIVASI
Vol 21 No 2 (2025): Jurnal Manajemen Motivasi

The Transformation of Augmented Reality (AR) Technology Utilization in the Retail Industry: A Case Study of ZARA Online Store

Pelawi, Pioneer (Unknown)
Tulim, Anto (Unknown)
Siregar, Ekun Melki Mozart (Unknown)

Article Info

Publish Date
30 Sep 2025

Abstract

This study investigates the implementation of Augmented Reality (AR) in enhancing customer experience and influencing purchase decisions in ZARA’s online fashion store. Using a quantitative approach and convenience sampling of 206 respondents, the findings reveal that Presence, Convenience, and Usefulness significantly affect purchase decisions, while Enjoyment does not. The regression model used is proven valid and reliable, explaining 64.2% of the variance. These results suggest that AR technology, particularly when focused on functionality and convenience, can effectively increase consumer engagement and purchase conversion in the fashion retail industry.

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Journal Info
JURNAL MANAJEMEN MOTIVASI
Website

Abbrev

jm_motivasi

Publisher

Universitas Muhammadiyah Pontianak

Subject

Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

Description

Jurnal Manajemen Motivasi (JMM) adalah Jurnal Ilmiah Fakultas Ekonomi dan Bisnis Universitas Muhammadiyah Pontianak yang diterbitkan secara berkala 2 (dua) kali dalam satu tahun (Juni dan Oktober) sebagai sarana untuk menyebarluaskan hasil penelitian dan ilmu pengetahuan di bidang ilmu manajemen ...