PENGARUH AUGMENTED REALITY TERHADAP MINAT BELI LIPSTIK MAYBELLINE: DIMEDIASI SIKAP KONSUMEN DALAM PERSPEKTIF PEMASARAN SYARIAH
Keywords:
Augmented Reality, Minat Beli, Pemasaran Syariah, Sikap KonsumenAbstract
Penelitian ini bertujuan untuk menganalisis pengaruh penggunaan teknologi augmented reality melalui fitur virtual try-on terhadap minat beli produk kosmetik Maybelline di Shopee Mall, dengan sikap konsumen sebagai variabel mediasi. Selain itu, studi ini juga mengeksplorasi bagaimana prinsip pemasaran syariah berperan dalam proses pengambilan keputusan pembelian melalui teknologi tersebut. Penelitian ini menggunakan pendekatan kuantitatif dengan metode Partial Least Squares – Structural Equation Modeling (PLS-SEM), melibatkan 100 responden perempuan di Bandar Lampung yang telah menggunakan fitur virtual try-on Shopee Mall. Data dikumpulkan melalui kuesioner online dengan teknik purposive sampling. Hasil penelitian menunjukkan bahwa augmented reality berpengaruh signifikan terhadap sikap konsumen dan minat beli. Sikap konsumen terbukti memediasi hubungan antara augmented reality dan minat beli, di mana semakin positif sikap konsumen terhadap teknologi ini, semakin tinggi kemungkinan mereka melakukan pembelian. Dari perspektif pemasaran syariah, teknologi ini dinilai mampu meningkatkan transparansi produk, namun masih diperlukan penguatan aspek kepercayaan agar konsumen lebih yakin dalam mengambil keputusan. Temuan ini memberikan kontribusi teoritis dalam memahami peran augmented reality dalam pemasaran digital dan integrasinya dengan nilai-nilai syariah. Secara praktis, hasil penelitian ini dapat menjadi referensi bagi perusahaan, pengembang teknologi, dan regulator dalam mengoptimalkan fitur virtual try-on agar lebih transparan dan efektif dalam mendorong minat beli konsumen.
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