Pengaruh Consumer Purchase Experience Menggunakan Virtual Try-On terhadap Keputusan Pembelian Produk Somethinc

Abstract

The development of digital technology has significantly transformed consumer behavior, particularly in online shopping. Consumers now increasingly prefer interactive and personalized shopping experiences. However, when selecting cosmetic products online, they often face difficulties, especially in choosing the appropriate shade. Virtual try-on, an AI-based technology, has the potential to enhance the shopping experience and help consumers make more accurate purchase decisions. This study aims to examine the influence of using virtual try- on technology on the purchase decisions of Somethinc products, with a focus on improving Consumer Purchase Experience strategies. The study involved 384 participants. The research method used is a correlational quantitative approach, with data collected through Likert scales specifically designed to measure Consumer Purchase Experience and purchase decisions. The data analysis method employed was simple regression analysis. The study results indicate that the Consumer Purchase Experience with virtual try-on has a positive impact of 52.1% on the purchase decisions of Somethinc products. This suggests that virtual try-on technology significantly enhances purchase decisions for Somethinc products. The implications of this research suggest that further improvements to