Abstrak
Penelitian ini menyelidiki pengaruh penerapan augmented reality marketing (ARM) terhadap buying decision, customer engagement, dan brand loyalty, pada pengguna e-commerce di DKI Jakarta. Studi ini berfokus pada fitur virtual try-on ?BeautyCam? dari merek kosmetik Maybelline di platform Shopee. ARM merepresentasikan strategi pemasaran digital berbasis teknologi imersif yang dirancang untuk menciptakan pengalaman belanja yang interaktif dan personal. Penelitian ini menggunakan pendekatan kuantitatif dengan metode survei terhadap 132 responden pengguna Shopee di DKI Jakarta yang telah menggunakan fitur AR dan membeli produk Maybelline. Analisis data dilakukan dengan Multivariate Analysis of Variance (MANOVA) menggunakan SPSS versi 29. Hasil penelitian menunjukkan bahwa ARM berpengaruh signifikan terhadap buying decision dan customer engagement, namun tidak berpengaruh signifikan terhadap brand loyalty. Temuan ini menunjukkan bahwa meskipun teknologi AR efektif dalam meningkatkan minat beli dan keterlibatan konsumen, pengaruhnya terhadap pembentukan loyalitas jangka panjang masih terbatas. Oleh karena itu, strategi pemasaran berbasis AR perlu dikombinasikan dengan pendekatan relasional dan program loyalitas yang berkelanjutan untuk membangun hubungan jangka panjang antara konsumen dan merek.
......This study investigates the influence of Augmented Reality Marketing (ARM) on consumer behavior, measured through buying decision, customer engagement, and brand loyalty, among e-commerce users in DKI Jakarta. The research focuses on the virtual try-on feature ?BeautyCam? by the Maybelline cosmetic brand on Shopee. ARM represents a digital marketing strategy that integrates immersive technology to enhance online shopping experiences. A quantitative approach was employed using survey data from 132 Shopee users based in Jakarta who had used the AR feature and purchased Maybelline products. Data analysis was conducted using Multivariate Analysis of Variance (MANOVA) via SPSS version 29. The findings indicate that ARM has a significant positive effect on buying decision and customer engagement, but does not significantly affect brand loyalty. This suggests that while AR technology can effectively stimulate purchase intentions and emotional involvement, it has limited impact on fostering long-term brand loyalty. Therefore, AR-based marketing strategies should be complemented with relational and loyalty-building efforts to cultivate sustained consumer-brand relationships.
