JURNAL MANAJEMEN MOTIVASI
Vol 22 No 1 (2026): Jurnal Manajemen Motivasi

The Influence Of Augmanted Virtual Reality Try-On On The Purchase Intention Of Cosmetics In Indonesia

Junia Ariani (Unknown)
Sudjaka, Jeremy Martin (Unknown)
Maydavania , Michelle Madeline (Unknown)
Saskia , Tresa Ivani (Unknown)

Article Info

Publish Date
19 Jan 2026

Abstract

This study investigates the influence of Augmented Reality Virtual Try-On (AR VTO) on cosmetic purchase intention in Indonesia, focusing on Hedonic Motivation, Pleasure, Arousal, and Dominance. Using a quantitative approach with multiple linear regression analysis on 105 respondents, the results show that Arousal and Dominance significantly affect purchase intention, while Hedonic Motivation and Pleasure do not. These findings imply that emotional stimulation and user control in AR experiences are key drivers of purchase behavior. The study provides practical insights for cosmetic brands to enhance AR features that improve consumer engagement and confidence in purchasing decisions.

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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 ...