<![CDATA[Model of Applying Augmented Reality Virtual Try-On Technology and Qris Digital Payment in Increasing Customer Trust of Maybelline Products on Shopee Abstract. This study aims to analyze the influence of the Virtual Try-On feature and the QRIS payment system on Customer Trust toward Maybelline products on the Shopee platform. This study uses a quantitative approach that is associative in nature with a causal type, employing a survey method involving 100 female respondents, active Shopee users who had used Maybelline's Virtual Try-On feature and made payments via QRIS, selected using purposive sampling. Data analysis was conducted using multiple linear regression and hypothesis testing with the assistance of SPSS. The results show that Virtual Try-On and QRIS, both partially and simultaneously, have a positive and significant effect on Customer Trust, with QRIS contributing more than Virtual Try-On. This finding confirms that the integration of visual product experience and digital transaction security plays an important role in building sustainable consumer trust within the online shopping ecosystem.]]>
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