Article Sidebar

Download
PDF
Statistic
Read Counter : 115 Download : 54

Main Article Content

Abstract

This study aims to analyze the Influence of Social Media Influencers and Augmented Reality Virtual Try-On on Consumer Purchase Intention towards L’Oréal lipstick products in the city of Semarang. The Social Media Influencer used in this study is Cinta Laura who has a positive image and high relevance to the target market. Augmented Reality Virtual Try-On technology is used to provide an interactive experience in trying products virtually. This study uses a quantitative approach with a survey method through a questionnaire distributed to 100 respondents who are social media users and have seen or tried the Augmented Reality Virtual Try-On. The data analysis technique used is multiple linear regression. The results show that Social Media Influencers and Augmented Reality Virtual Try-On have a positive and significant influence on Purchase Intention. The findings show that the credibility of influencers and the ease of use of the Augmented Reality Virtual Try-On feature play an important role in driving consumer purchasing decisions. Companies are advised to continue to develop digital marketing strategies through collaboration with influencers and interactive marketing technology innovation.

Keywords

Social Media Influencer Augmented Reality Virtual Try-On Purchase Intention

Article Details

Copyright (c) 2025 JER

References

  1. Abdillah, L. A. (2022). Peranan Media Sosial Modern. www.bening-mediapublishing.com
  2. Al-Sous, N., Almajali, D., & Alsokkar, A. (2023). Antecedents of social media influencers on customer purchase intention: Empirical study in Jordan. International Journal of Data and Network Science, 7(1), 125–130. https://doi.org/10.5267/j.ijdns.2022.11.010
  3. Alvhyona, P., & Lidia, E. (2021). Influencer media sosial dan loyalitas merek pada generasi Z : efek mediasi dari niat beli. 2, 105–115.
  4. Arianto, B., & Risdwiyanto, A. (2021). Kiprah Aktor Warganet melalui Media Sosial dalam Pemasaran Digital: Studi Kasus pada #HondaBeAT. Jurnal Maksipreneur: Manajemen, Koperasi, Dan Entrepreneurship, 11(1), 19. https://doi.org/10.30588/jmp.v11i1.636
  5. Creswell, J. D. (2018). A Mixed-Method Approach. In Writing Center Talk over Time (pp. 37–60). https://doi.org/10.4324/9780429469237-3
  6. Dhingra, V., Keswani, S., Sama, R., & Rafik Noor Mohamed Qureshi, M. (2024). Social media influencers: a systematic review using PRISMA. Cogent Business and Management, 11(1). https://doi.org/10.1080/23311975.2024.2368100
  7. Fenanda, Z. I., Triwijayanti, A., & Wahyono, S. A. (2024). Analysis of the Effect of Using Virtual Try-on Based on Artificial Intelligence and Augmented Reality on Facial Beauty Products on Purchase Intention With Electronic Word of Mouth As a Mediation Variable (Consumer Perspective of E-Commerce in Indonesia). Journal of Sustainable Technology and Applied Science (JSTAS), 5(1), 6–17. https://doi.org/10.36040/jstas.v5i1.9344
  8. Gabriel, A., Ajriya, A. D., Fahmi, C. Z. N., & Handayani, P. W. (2023). The influence of augmented reality on E-commerce: A case study on fashion and beauty products. Cogent Business and Management, 10(2). https://doi.org/10.1080/23311975.2023.2208716
  9. Handayani, H. (2023). Implementasi Sosial Media Influencer terhadap Minat Beli Konsumen: Pendekatan Digital Marketing. Jesya, 6(1), 918–930. https://doi.org/10.36778/jesya.v6i1.1023
  10. Hwangbo, H., Kim, E. H., Lee, S. H., & Jang, Y. J. (2020). Effects of 3D Virtual “Try-On” on Online Sales and Customers’ Purchasing Experiences. IEEE Access, 8, 189479–189489. https://doi.org/10.1109/ACCESS.2020.3023040
  11. Kotler, P., & Keller, K. L. (2016). MARKETING Management. In Boletin cultural e informativo - Consejo General de Colegios Medicos de España (Vol. 22).
  12. Lahtinen, N., Pulkka, K., Karjaluoto, H., & Mero, J. (2023). Digital marketing strategy. In Digital Marketing Strategy (Issue October). https://doi.org/10.4337/9781035311316
  13. Laimeheriwa, I. B., & Kembau, A. S. (2024). Pengaruh Kepercayaan Akan Simulasi Virtual Try On terhadap Niat Beli di E-commerce. Syntax Literate ; Jurnal Ilmiah Indonesia, 9(1), 241–257. https://doi.org/10.36418/syntax-literate.v9i1.14848
  14. Lee, P. X., Yeap, J. A. L., Ooi, S. K., & Li, C. (2023). The Effect of Social Media Influencers (SMIs) on Consumers’ Purchase Intention. International Journal of Business and Technology Management, 5(3), 428–441. https://doi.org/10.55057/ijbtm.2023.5.3.36
  15. Musfira, L., & Astuti, B. (2024). Faktor – Faktor yang Mempengaruhi Purchase Intention. Jurnal Informatika Ekonomi Bisnis, 6, 133–144. https://doi.org/10.37034/infeb.v6i1.812
  16. Ngo, T. T. A., Tran, T. T., An, G. K., & Nguyen, P. T. (2025). Investigating the influence of augmented reality marketing application on consumer purchase intentions: A study in the E-commerce sector. Computers in Human Behavior Reports, 18(January), 100648. https://doi.org/10.1016/j.chbr.2025.100648
  17. Park, H., & Kim, S. (2023). Do Augmented and Virtual Reality Technologies Increase Consumers’ Purchase Intentions? The Role of Cognitive Elaboration and Shopping Goals. Clothing and Textiles Research Journal, 41(2), 91–106. https://doi.org/10.1177/0887302X21994287
  18. Prof .H.lmam Ghozall, M.Com, Ph.D, CA, A. (2018). Aplikasi Analisis Multivariate IBM SPSS edisi 9.
  19. Reality, R. P. (2023). Augmented Reality in the Beauty & Cosmetics Industry. Rock Paper Reality. https://rockpaperreality.com/insights/ar-use-cases/ar-beauty-cosmetics-industry/
  20. Salma Dhianita, & Popy Rufaidah. (2024). The Role of Virtual Try-On Augmented Reality of Cosmetic Products on Purchase Intention Mediated by Brand Trust. Jurnal Manajemen Bisnis, 11(2), 1111–1123. https://doi.org/10.33096/jmb.v11i2.797
  21. Sekaran, U., & Bougie, R. (2016). Research Methods for Business (pp. 1–447). http://repository.lppm.unila.ac.id/id/eprint/12007
  22. Sharipudin, M. N. S., Abdullah, N. A., Foo, K. W., Hassim, N., Tóth, Z., & Chan, T. J. (2023). The influence of social media influencer (SMI) and social influence on purchase intention among young consumers. SEARCH Journal of Media and Communication Research, 2023(Spl2), 1–13.
  23. Sugiyono, P. D. (2020). Metode Penelitian Kuantitatif, Kualitatif, dan R&D. In 2 (pp. III–434).
  24. Sustaningrum, R. (2023). Purchase Intention Generasi Z Pada Produk Kosmetik Dengan Teknologi Augmented Reality Pada Masa Pandemi. Jurnal Ilmiah Ekonomi Bisnis, 28(3), 405–419. https://doi.org/10.35760/eb.2023.v28i3.7170
  25. Trianasari, N., Fitriani, N., & Rachmawati, I. (2023). The Influence of Social Media Marketing and Influencer Endorsement Through Brand Image and Trust, and Their Impact on the Purchase Intention of the MS Glow Brand Through the Tiktok Application. International Journal of Professional Business Review, 8(10), e03793. https://doi.org/10.26668/businessreview/2023.v8i10.3793
  26. Top Brand Award. 2025. Top Brand Index – Lipstick category. https://www.topbrand-award.com/komparasi_brand/bandingkan?id_award=1&id_kategori=1&id_subkategori=189. Retrieved maret 2025
  27. Unger, T., Borghi, C., Charchar, F., Khan, N. A., Poulter, N. R., Prabhakaran, D., Ramirez, A., Schlaich, M., Stergiou, G. S., Tomaszewski, M., Wainford, R. D., Williams, B., & Schutte, A. E. (2020). 2020 International Society of Hypertension Global Hypertension Practice Guidelines. Hypertension, 75(6), 1334–1357. https://doi.org/10.1161/HYPERTENSIONAHA.120.15026
  28. Wahyudin, M. A., Made, N., & Aksari, A. (2024). The Effect of Augmented Reality Virtual Try-On on Purchase Intention Mediated by Perceived Enjoyment ( Study on Revlon Products in Denpasar City ). 3(4), 1003–1020.
  29. Wu, C. (2023). The Impact of Virtual Reality and Augmented Reality Service Technologies on Consumer Purchase Intention for Fashion Brands. https://doi.org/10.20944/preprints202307
  30. Zhou, S., Barnes, L., McCormick, H., & Blazquez Cano, M. (2021). Social media influencers’ narrative strategies to create eWOM: A theoretical contribution. International Journal of Information Management, 59(October 2019), 102293. https://doi.org/10.1016/j.ijinfomgt.2020.102293