<![CDATA[The development of digital technology has encouraged various innovations in product marketing strategies, one of which is through the application of Augmented Reality (AR). This technology is an important part of e-commerce to visualize products in the real world before consumers buy the products they need. This study aims to analyze the mechanism of how Augmented Reality (AR) technology in mobile shopping applications affects product risk perception and consumer purchase intention by integrating the Technology Acceptance Model (TAM) and Trust-based models. The study used a qualitative descriptive approach with in-depth interviews involving informants consisting of students, lecturers, and educational staff at UNIKOM who had active experience using the AR feature. Data were analyzed using thematic analysis. The results showed that the use of AR significantly provides perceived usefulness and hedonic value, which in turn builds consumer trust. This trust mechanism effectively reduces product risk perception, ultimately driving purchase intention. This finding indicates that the application of AR not only functions as a visual diagnostic tool but also as a crucial trust-building instrument in virtual product evaluation. ]]>
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