Pengaruh Augmented Reality (Skin Cam) dan Live Streaming Terhadap Purchase Intention dimediasi Customer Engagement pada Konsumen Produk Kecantikan E-commerce Shopee

Yola Tri Agustin (a:1:{s:5:"en_US"s:20:"Universitas Bengkulu"})

Student Journal of Business and Management (SJBM)
Vol. 8 No. 3 (2025)

This study aims to investigate how purchase intention is influenced by Augmented Reality (AR) of vividness and interactivity as well as live streaming. Moreover, it also examined the customer engagement's role as a mediator. A convenience sampling technique was used, employing a total of 300 Shopee consumers in Indonesia. They participated in this survey-based study. Data were analyzed using structural equation modeling with partial least square (SEM-PLS).  The findings reveal that AR vividness and interactivity, together with customer engagement, significantly and positively affect purchase intention for beauty products on Shopee Indonesia. In contrast, live streaming does not have a significant impact on purchase intention. However, both AR vividness and interactivity, as well as live streaming, were found to significantly enhance customer engagement. Mediation analysis indicates that customer engagement partially and complementarily mediates the correlation between AR vividness and interactivity (Skincam) and purchase intention, while serving as a full mediator between live streaming and purchase intention.