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Abstrak :
Penerapan pemasaran digital saat ini semakin banyak dilakukan mengingat persaingan industri terutama bidang e-commerce semakin ketat. Sebagai salah satu e-commerce terbesar di Indonesia, Shopee telah mengadopsi sebuah penggunaan teknologi augmented reality virtual try on sebagai salah satu bentuk upaya pemasaran digitalnya untuk menciptakan pengalaman pengguna yang lebih menyenangkan. Penelitian ini dilakukan dengan tujuan untuk menganalisis pengaruh penggunaan fitur augmented reality virtual try on terhadap persepsi kesenangan dan kepuasan pengguna yang dirasakan secara online. Penelitian ini mengambil studi pada fitur virtual try on yang terdapat pada e-commerce Shopee Indonesia untuk produk kecantikan, yang disebut Shopee Beauty Cam, Penelitian ini menggunakan pendekatan kuantitatif melalui teknik survey terhadap jumlah 130 responden yang merupakan pengguna Shopee Beauty Cam. Analisis data pada penelitian ini diperoleh menggunakan PLS-SEM yang menunjukkan hasil bahwa dimensi dari variabel augmented reality yang terdiri dari dimensi perceived usefulness dan perceived ease of use berpengaruh positif terhadap online perceived enjoyment. Lalu, dimensi perceived usefulness dan perceived interactivity berpengaruh positif terhadap e-satisfaction. Serta online perceived enjoyment berpengaruh positif terhadap e-satisfaction. ......The application of digital marketing is currently used in considering the high industry competition, especially in the e-commerce sector, which is getting tougher. As one of the largest e-commerce in Indonesia, Shopee has adopted an augmented reality virtual try-on technology as a form of digital marketing efforts to increase user experience. This research was conducted to analyze the effect of augmented reality virtual try-on on users’ online perceived enjoyment and e-satisfaction. This research takes a study on the virtual try on a feature found in Shopee Indonesia for beauty products called Shopee Beauty Cam. This research uses a quantitative approach through survey techniques with a total of 130 respondents who are Shopee Beauty Cam users. Data analysis in this study was obtained using PLS-SEM, which showed that the dimensions of the augmented reality variable, which consisted of perceived usefulness and perceived ease of use positively impact online perceived enjoyment. Then, the dimensions of perceived usefulness and perceived interactivity positively impact e-satisfaction, and online perceived enjoyment positively impacts e-satisfaction.

Abstrak :
Kemajuan teknologi serta pandemi COVID-19 mendorong masyarakat di Indonesia untuk berbelanja secara online. Disamping kemudahan yang dirasakan masyarakat ketika berbelanja secara online, masih terdapat kekurangan yang dirasakan yaitu masyarakat tidak dapat mencoba produk yang akan mereka beli. Oleh karena itu, fitur virtual try on berbasis augmented reality (AR) hadir sebagai solusi atas kekurangan yang dirasakan. Penelitian ini bertujuan untuk mengetahui pengaruh implementasi AR pada produk kecantikan dan fashion terhadap intensi keberlanjutan penggunaan fitur dan intensi berbelanja di e-commerce. Pada penelitian ini, peneliti memilih e-commerce di Indonesia yang memiliki fitur virtual try on untuk diteliti, yaitu Shopee, JD.ID, Saturdays, Sephora, dan Lazada. Perancangan model penelitian ini disusun berdasarkan teori Stimulus, Organism, Response (SOR) yang digunakan untuk menyelidiki faktor-faktor penelitian menggunakan AR characteristics. Penelitian ini menggunakan metode Covariance Based Structural Equation Modelling (CB-SEM) dengan bantuan program IBM SPSS Statistics 26 dan AMOS 26. Pada penelitian ini, data responden yang valid dan digunakan dalam tahap analisis berjumlah total 549 responden. Hasil penelitian menunjukkan bahwa interactivity, novelty, hedonic value, dan satisfaction berpengaruh secara signifikan terhadap continuance intention. Selain itu, continuance intention juga berpengaruh signifikan terhadap purchase intention. Hasil dari penemuan penelitian ini juga diharapkan dapat menjadi masukkan bagi para penyedia layanan e-commerce serta pengembang AR untuk dapat meningkatkan layanan bagi pengguna untuk berbelanja online khususnya fitur virtual try on. Penelitian ini juga memperkuat serta memperluas penelitian sebelumnya, khususnya yang menerapkan implementasi AR pada e-commerce dan memberikan temuan baru bahwa continuance intention berpengaruh signifikan terhadap purchase intention yang sebelumnya hanya dibahas pada penelitian terkait implementasi AR pada games. Selain itu, diharapkan juga peningkatan layanan tersebut memberikan keuntungan bagi pengguna agar mendapatkan pengalaman berbelanja online yang lebih menyenangkan serta keuntungan bagi penyedia layanan e-commerce dengan meningkatkan niat berbelanja pengguna di e-commerce. ......The growth of technology and the COVID-19 pandemic have encouraged people in Indonesia to do online shopping. Apart from the convenience that people feel when shopping online, there are still disadvantages because they can not try the products that they’re going to buy. Therefore, the feature virtual try on based on augmented reality (AR) is here as a solution to the perceived shortcomings. This study aims to determine the effect of AR implementation on beauty and fashion products on the intention to continue using features and the intention to shop in e-commerce. In this study, researchers chose e-commerce that has a virtual try on feature in Indonesia, such as Shopee, JD.ID, Saturdays, Sephora, and Lazada. The design of this research model is based on the Stimulus, Organism, Response (SOR) theory which is used to investigate research factors using AR characteristics. This study used the Covariance Based Structural Equation Modeling (CB-SEM) method with the help of the IBM SPSS Statistics 25 and AMOS 26 programs. In this study, the respondent data were valid andused in the analysis phase totaling 549 respondents. The results of the study show that interactivity, novelty, hedonic value, and satisfaction have a significant effect on continuance intention. In addition, continuance intention also has a significant effect on purchase intention. This research also strengthens and expands on previous research, especially those applying AR implementation in e-commerce and provides new findings that continuance intention has a significant effect on purchase intention which was previously only discussed in research related to AR implementation in games. The results of this research are also expected to be an input for e-commerce service providers and AR developers to be able to improve services for users to shop online, especially the virtual try on feature. In addition, it is also hoped that this service improvement will provide benefits for users to get a more enjoyable online shopping experience as well as benefits for e-commerce service providers by increasing user shopping intentions in e-commerce. Dokumen Naskah Lengkap Skripsi: PDF icon 20231003_210121_adelya_gabriel-skripsi-full_text-2023.pdf

Abstrak :
Kemajuan teknologi serta pandemi COVID-19 mendorong masyarakat di Indonesia untuk berbelanja secara online. Disamping kemudahan yang dirasakan masyarakat ketika berbelanja secara online, masih terdapat kekurangan yang dirasakan yaitu masyarakat tidak dapat mencoba produk yang akan mereka beli. Oleh karena itu, fitur virtual try on berbasis augmented reality (AR) hadir sebagai solusi atas kekurangan yang dirasakan. Penelitian ini bertujuan untuk mengetahui pengaruh implementasi AR pada produk kecantikan dan fashion terhadap intensi keberlanjutan penggunaan fitur dan intensi berbelanja di e-commerce. Pada penelitian ini, peneliti memilih e-commerce di Indonesia yang memiliki fitur virtual try on untuk diteliti, yaitu Shopee, JD.ID, Saturdays, Sephora, dan Lazada. Perancangan model penelitian ini disusun berdasarkan teori Stimulus, Organism, Response (SOR) yang digunakan untuk menyelidiki faktor-faktor penelitian menggunakan AR characteristics. Penelitian ini menggunakan metode Covariance Based Structural Equation Modelling (CB-SEM) dengan bantuan program IBM SPSS Statistics 26 dan AMOS 26. Pada penelitian ini, data responden yang valid dan digunakan dalam tahap analisis berjumlah total 549 responden. Hasil penelitian menunjukkan bahwa interactivity , novelty, hedonic value, dan satisfaction berpengaruh secara signifikan terhadap continuance intention. Selain itu, continuance intention juga berpengaruh signifikan terhadap purchase intention. Hasil dari penemuan penelitian ini juga diharapkan dapat menjadi masukkan bagi para penyedia layanan e-commerce serta pengembang AR untuk dapat meningkatkan layanan bagi pengguna untuk berbelanja online khususnya fitur virtual try on. Penelitian ini juga memperkuat serta memperluas penelitian sebelumnya, khususnya yang menerapkan implementasi AR pada e-commerce dan memberikan temuan baru bahwa continuance intention berpengaruh signifikan terhadap purchase intention yang sebelumnya hanya dibahas pada penelitian terkait implementasi AR pada games. Selain itu, diharapkan juga peningkatan layanan tersebut memberikan keuntungan bagi pengguna agar mendapatkan pengalaman berbelanja online yang lebih menyenangkan serta keuntungan bagi penyedia layanan e-commerce dengan meningkatkan niat berbelanja pengguna di e-commerce. ......The growth of technology and the COVID-19 pandemic have encouraged people in Indonesia to do online shopping. Apart from the convenience that people feel when shopping online, there are still disadvantages because they can not try the products that they’re going to buy. Therefore, the feature virtual try on based on augmented reality (AR) is here as a solution to the perceived shortcomings. This study aims to determine the effect of AR implementation on beauty and fashion products on the intention to continue using features and the intention to shop in e-commerce. In this study, researchers chose e-commerce that has a virtual try on feature in Indonesia, such as Shopee, JD.ID, Saturdays, Sephora, and Lazada. The design of this research model is based on the Stimulus, Organism, Response (SOR) theory which is used to investigate research factors using AR characteristics. This study used the Covariance Based Structural Equation Modeling (CB-SEM) method with the help of the IBM SPSS Statistics 25 and AMOS 26 programs. In this study, the respondent data were valid and used in the analysis phase totaling 549 respondents. The results of the study show that interactivity, novelty, hedonic value, and satisfaction have a significant effect on continuance intention. In addition, continuance intention also has a significant effect on purchase intention. This research also strengthens and expands on previous research, especially those applying AR implementation in e-commerce and provides new findings that continuance intention has a significant effect on purchase intention which was previously only discussed in research related to AR implementation in games. The results of this research are also expected to be an input for e-commerce service providers and AR developers to be able to improve services for users to shop online, especially the virtual try on feature. In addition, it is also hoped that this service improvement will provide benefits for users to get a more enjoyable online shopping experience as well as benefits for e-commerce service providers by increasing user shopping intentions in e-commerce.

Abstrak :
Kemajuan teknologi serta pandemi COVID-19 mendorong masyarakat di Indonesia untuk berbelanja secara online. Disamping kemudahan yang dirasakan masyarakat ketika berbelanja secara online, masih terdapat kekurangan yang dirasakan yaitu masyarakat tidak dapat mencoba produk yang akan mereka beli. Oleh karena itu, fitur virtual try on berbasis augmented reality (AR) hadir sebagai solusi atas kekurangan yang dirasakan. Penelitian ini bertujuan untuk mengetahui pengaruh implementasi AR pada produk kecantikan dan fashion terhadap intensi keberlanjutan penggunaan fitur dan intensi berbelanja di e-commerce. Pada penelitian ini, peneliti memilih e-commerce di Indonesia yang memiliki fitur virtual try on untuk diteliti, yaitu Shopee, JD.ID, Saturdays, Sephora, dan Lazada. Perancangan model penelitian ini disusun berdasarkan teori Stimulus, Organism, Response (SOR) yang digunakan untuk menyelidiki faktor-faktor penelitian menggunakan AR characteristics. Penelitian ini menggunakan metode Covariance Based Structural Equation Modelling (CB-SEM) dengan bantuan program IBM SPSS Statistics 26 dan AMOS 26. Pada penelitian ini, data responden yang valid dan digunakan dalam tahap analisis berjumlah total 549 responden. Hasil penelitian menunjukkan bahwa interactivity , novelty, hedonic value, dan satisfaction berpengaruh secara signifikan terhadap continuance intention. Selain itu, continuance intention juga berpengaruh signifikan terhadap purchase intention. Hasil dari penemuan penelitian ini juga diharapkan dapat menjadi masukkan bagi para penyedia layanan e-commerce serta pengembang AR untuk dapat meningkatkan layanan bagi pengguna untuk berbelanja online khususnya fitur virtual try on. Penelitian ini juga memperkuat serta memperluas penelitian sebelumnya, khususnya yang menerapkan implementasi AR pada e-commerce dan memberikan temuan baru bahwa continuance intention berpengaruh signifikan terhadap purchase intention yang sebelumnya hanya dibahas pada penelitian terkait implementasi AR pada games. Selain itu, diharapkan juga peningkatan layanan tersebut memberikan keuntungan bagi pengguna agar mendapatkan pengalaman berbelanja online yang lebih menyenangkan serta keuntungan bagi penyedia layanan e-commerce dengan meningkatkan niat berbelanja pengguna di e-commerce. ......The growth of technology and the COVID-19 pandemic have encouraged people in Indonesia to do online shopping. Apart from the convenience that people feel when shopping online, there are still disadvantages because they can not try the products that they’re going to buy. Therefore, the feature virtual try on based on augmented reality (AR) is here as a solution to the perceived shortcomings. This study aims to determine the effect of AR implementation on beauty and fashion products on the intention to continue using features and the intention to shop in e-commerce. In this study, researchers chose e-commerce that has a virtual try on feature in Indonesia, such as Shopee, JD.ID, Saturdays, Sephora, and Lazada. The design of this research model is based on the Stimulus, Organism, Response (SOR) theory which is used to investigate research factors using AR characteristics. This study used the Covariance Based Structural Equation Modeling (CB-SEM) method with the help of the IBM SPSS Statistics 25 and AMOS 26 programs. In this study, the respondent data were valid and used in the analysis phase totaling 549 respondents. The results of the study show that interactivity, novelty, hedonic value, and satisfaction have a significant effect on continuance intention. In addition, continuance intention also has a significant effect on purchase intention. This research also strengthens and expands on previous research, especially those applying AR implementation in e-commerce and provides new findings that continuance intention has a significant effect on purchase intention which was previously only discussed in research related to AR implementation in games. The results of this research are also expected to be an input for e-commerce service providers and AR developers to be able to improve services for users to shop online, especially the virtual try on feature. In addition, it is also hoped that this service improvement will provide benefits for users to get a more enjoyable online shopping experience as well as benefits for e-commerce service providers by increasing user shopping intentions in e-commerce.

Abstrak :
Augmented Reality (AR) merupakan teknologi interaktif yang dimanfaatkan pada e-commerce karena memberikan informasi visualisasi produk yang membuat proses belanja online lebih efektif. Pengimplementasiannya mampu mempengaruhi niat beli konsumen setelah merasakan pengalaman berbelanja interaktif. Perlu dilakukan analisis pengaruh pengimplementasian teknologi AR pada e-commerce pada produk kategori fashion kacamata terhadap minat beli konsumen menggunakan website optik seis yaitu e-commerce yang telah mengadopsi AR menggunakan pendekatan kuantitatif dan kualitatif. Model penelitian menggunakan modifikasi cognition-affect-conation (C-A-C) framework, penggunaan PLS-SEM dan MANOVA dalam pengolahan data kuantitatif, serta thematic analysis dalam pengolahan data kualitatif. Jumlah responden valid dan digunakan dalam pengolahan data kuantitatif sebanyak 272 responden. Hasil penelitian menemukan terdapat 4 faktor yang mempengaruhi minat beli konsumen dalam berbelanja menggunakan fitur AR virtual try-on pada e-commerce yaitu, Product Informativeness, Perceived Usefulness, Attitude, dan Satisfaction yang berpengaruh signifikan terhadap Purchase Intention. Namun, terdapat 2 faktor yang tidak terbukti mendukung Attitude secara signifikan yaitu, Experiential Value dan Ease of Use. Terdapat peningkatan signifikan pada minat beli konsumen setelah berbelanja menggunakan fitur AR virtual try-on di e-commerce dibandingkan sebelumnya. Hasil penelitian diharapkan menjadi acuan pengembang teknologi AR melalui implementasinya pada e-commerce dan penyedia layanan e-commerce mampu memberikan pengalaman baru interaktif bagi konsumen melalui fitur AR virtual try-on. ...... Augmented Reality (AR) is an interactive technology used in e-commerce because it can provide visual product information that makes the online shopping process more effective. It can affect consumer purchase intentions after experiencing an interactive shopping experience. It is necessary to analyze the effect of implementing AR in e-commerce, in fashion glasses category products, on consumer purchase intention using Optik Seis website using quantitative and qualitative approaches. The research model will use a modified cognition-affect-conation (C-A-C) framework and processing data will use PLS-SEM, MANOVA, and thematic analysis. The number of valid respondents used was 272 respondents. The results found there are 4 factors that influence consumer buying interest in shopping using the AR in e-commerce, namely Product Informativeness, Perceived Effectiveness, Attitude, and Satisfaction that significantly affect Purchase Intention. However, Experiential Value and Ease of Use are not proven to significantly support Attitude. There is a significant increase in consumer buying interest after shopping using AR virtual try-on in e-commerce compared to before. The research results are expected to be a reference for AR technology developers through its implementation in e-commerce and e-commerce service providers being able to provide new interactive experiences for consumers through the AR virtual try-on feature.

Abstrak :
Augmented Reality (AR) merupakan teknologi interaktif yang dimanfaatkan pada e-commerce karena memberikan informasi visualisasi produk yang membuat proses belanja online lebih efektif. Pengimplementasiannya mampu mempengaruhi niat beli konsumen setelah merasakan pengalaman berbelanja interaktif. Perlu dilakukan analisis pengaruh pengimplementasian teknologi AR pada e-commerce pada produk kategori fashion kacamata terhadap minat beli konsumen menggunakan website optik seis yaitu e-commerce yang telah mengadopsi AR menggunakan pendekatan kuantitatif dan kualitatif. Model penelitian menggunakan modifikasi cognition-affect-conation (C-A-C) framework, penggunaan PLS-SEM dan MANOVA dalam pengolahan data kuantitatif, serta thematic analysis dalam pengolahan data kualitatif. Jumlah responden valid dan digunakan dalam pengolahan data kuantitatif sebanyak 272 responden. Hasil penelitian menemukan terdapat 4 faktor yang mempengaruhi minat beli konsumen dalam berbelanja menggunakan fitur AR virtual try-on pada e-commerce yaitu, Product Informativeness, Perceived Usefulness, Attitude, dan Satisfaction yang berpengaruh signifikan terhadap Purchase Intention. Namun, terdapat 2 faktor yang tidak terbukti mendukung Attitude secara signifikan yaitu, Experiential Value dan Ease of Use. Terdapat peningkatan signifikan pada minat beli konsumen setelah berbelanja menggunakan fitur AR virtual try-on di e-commerce dibandingkan sebelumnya. Hasil penelitian diharapkan menjadi acuan pengembang teknologi AR melalui implementasinya pada e-commerce dan penyedia layanan e-commerce mampu memberikan pengalaman baru interaktif bagi konsumen melalui fitur AR virtual try-on. ...... Augmented Reality (AR) is an interactive technology used in e-commerce because it can provide visual product information that makes the online shopping process more effective. It can affect consumer purchase intentions after experiencing an interactive shopping experience. It is necessary to analyze the effect of implementing AR in e-commerce, in fashion glasses category products, on consumer purchase intention using Optik Seis website using quantitative and qualitative approaches. The research model will use a modified cognition-affect-conation (C-A-C) framework and processing data will use PLS-SEM, MANOVA, and thematic analysis. The number of valid respondents used was 272 respondents. The results found there are 4 factors that influence consumer buying interest in shopping using the AR in e-commerce, namely Product Informativeness, Perceived Effectiveness, Attitude, and Satisfaction that significantly affect Purchase Intention. However, Experiential Value and Ease of Use are not proven to significantly support Attitude. There is a significant increase in consumer buying interest after shopping using AR virtual try-on in e-commerce compared to before. The research results are expected to be a reference for AR technology developers through its implementation in e-commerce and e-commerce service providers being able to provide new interactive experiences for consumers through the AR virtual try-on feature.