cover
Article Per Year (5 Year)
All
Home Page
OAI Link
Editorial Team
Contact
Reviewer
Google Scholar
Contact Name
Syaiful Bahri
Contact Email
syaifulpb11@gmail.com
Phone
+6281263823278
Journal Mail Official
jurnalintekom@gmail.com
Editorial Address
Dusun Suka Mulia Desa Karang Rejo, Kecamatan Stabat, Kabupaten Langkat
Location
Unknown,
Unknown
INDONESIA
International Journal of Economics, Accounting, and Management
Published by PT. Inovasi Teknologi Komputer
ISSN : 3047678X     EISSN : 30476798     DOI : 10.60076/ijeam
Core Subject : Economy,
Economics, Econometrics & Finance
International Journal of Economics, Accounting, and Management (IJEAM) is a semi-annual academic journal that publishes every six months. This journal presents the latest research and thinking in the fields of economics, accounting, and management. With its broad focus, the journal serves as an important platform for academics, researchers, practitioners, and policymakers to share knowledge, explore recent trends, and analyze current issues relevant to economics, accounting, and management.
Arjuna Subject : Bisnis, Menejemen, dan Akutansi (semua kategori) - Bisnis, Menejemen, dan Akutansi (Lain-Lain)
Articles 131 Documents
 10   11   12   13   14 
The Influence of Augmented Reality (AR) Technology Implementation on Purchase Decisions for Wardah Products: The Mediating Role of Shopping Experience Alisia Silver Stone; Azwardi; Ana Yanovi; Iisnawati; Zakaria Wahab
International Journal of Economics Accounting and Management Vol. 3 No. 2 (2026): IJEAM - July 2026
Publisher : PT. INOVASI TEKNOLOGI KOMPUTER

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.60076/ijeam.v3i2.2276

Abstract

The rapid advancement of digital technology has encouraged cosmetic companies to integrate Augmented Reality (AR) into online shopping platforms to create more interactive and personalized consumer experiences. Despite the increasing adoption of AR, empirical evidence regarding the mechanism through which this technology influences purchase decisions remains limited, particularly within Indonesia's cosmetics industry. This study aims to examine the influence of Augmented Reality technology implementation on purchase decisions for Wardah products, with shopping experience serving as a mediating variable. A quantitative research approach was employed by distributing questionnaires to 204 Indonesian consumers who had previously used AR features when purchasing Wardah products online. Data were analyzed using Partial Least Squares–Structural Equation Modeling (PLS-SEM) with SmartPLS 4.0 software. The findings reveal that Augmented Reality technology has a positive and significant effect on both shopping experience and purchase decisions. In addition, shopping experience positively influences purchase decisions and partially mediates the relationship between AR technology and purchase decisions. These results indicate that immersive virtual experiences enhance consumers' trust, engagement, and confidence throughout the purchasing decision-making process. This study extends the application of the Technology Acceptance Model (TAM) by confirming the mediating role of shopping experience in the relationship between AR technology and purchase decisions. Furthermore, the findings provide practical implications for cosmetic companies in developing AR-based digital marketing strategies that enhance customer experiences and encourage purchase decisions

Page 14 of 14 | Total Record : 131

 10   11   12   13   14 

Filter by Year

2024 2026


Reset
Filter By Issues
All Issue Vol. 3 No. 2 (2026): IJEAM - July 2026 Vol. 3 No. 1 (2026): IJEAM - May 2026 Vol. 2 No. 6 (2026): IJEAM - March 2026 Vol. 2 No. 5 (2026): IJEAM - January 2026 Vol. 2 No. 4 (2025): IJEAM - November 2025 Vol. 2 No. 3 (2025): IJEAM - September 2025 Vol. 2 No. 2 (2025): IJEAM - July 2025 Vol. 2 No. 1 (2025): IJEAM - May 2025 Vol. 1 No. 6 (2025): IJEAM - March 2025 Vol. 1 No. 5 (2025): IJEAM - January 2025 Vol. 1 No. 4 (2024): IJEAM - November 2024 Vol. 1 No. 3 (2024): IJEAM - September 2024 Vol. 1 No. 2 (2024): IJEAM - July 2024 Vol. 1 No. 1 (2024): IJEAM - May 2024 More Issue