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Abstract

Perkembangan teknologi Augmented Reality (AR) telah merevolusi pengalaman berbelanja konsumen di ranah e-commerce dengan menciptakan interaksi yang lebih imersif dan personal. Studi ini bertujuan untuk menganalisis pengaruh Technology Readiness terhadap Emotional Engagement, serta dampaknya terhadap Purchase Intention dalam konteks e-commerce berbasis AR. Penelitian ini menggunakan pendekatan kuantitatif dengan teknik survei terhadap 150 responden yang pernah menggunakan fitur AR dalam berbelanja online. Pengolahan data dilakukan menggunakan Partial Least Squares Structural Equation Modeling (PLS-SEM) melalui perangkat lunak SmartPLS. Hasil penelitian menunjukkan bahwa Technology Readiness berpengaruh positif signifikan terhadap Emotional Engagement, yang pada gilirannya juga mempengaruhi Purchase Intention secara signifikan. Temuan ini mengindikasikan pentingnya kesiapan teknologi konsumen sebagai landasan untuk menciptakan pengalaman emosional yang mendalam melalui fitur AR. Implikasi praktis dari hasil ini mengarah pada perlunya optimalisasi strategi immersive marketing dalam platform e-commerce untuk meningkatkan keterlibatan emosional dan intensi pembelian. Penelitian ini memberikan kontribusi teoretis pada pengembangan kajian perilaku konsumen di era digital, serta membuka peluang riset lanjutan dengan mempertimbangkan variabel kontekstual dan segmentasi generasi konsumen.

Keywords

Augmented Reality Technology Readiness Emotional Engagement Purchase Intention E-commerce Immersive Marketing

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How to Cite
Nurjannah, Muhammad Tafsir, Muhammad Haekal Yunus, & Marshal. (2025). Pengaruh Kesiapan Teknologi terhadap Keterlibatan Emosional dan Niat Beli dalam E-Commerce Berbasis Augmented Reality. Paradoks : Jurnal Ilmu Ekonomi, 8(3), 607–617. https://doi.org/10.57178/paradoks.v8i3.1440
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