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Abstract
Tranformasi digital mempengaruhi industri fashion, terutama dengan penggunaan teknologi Augmented Reality (AR). Penelitian ini menjembatani kesenjangan penelitian empiris dalam memahami perspektif psikologis konsumen pada industri tersebut. Dengan menggunakan survei lapangan terhadap 117 responden generasi Y dan Z di Indonesia, penelitian ini menyoroti pengaruh variabel indepeden value, enjoyment, informativeness, presence, dan consumer experience terhadap purchase intention. Metode yang digunakan dalam pengambilan data menggunakan metode survei lapangan. Populasi dalam penelitian ini adalah 223 warga negara Indonesia dari generasi Y dan Z dengan metode convenience sampling. Hasil regresi menunjukkan bahwa hanya consumer experience yang signifikan mempengaruhi purchase intention, menandakan potensi AR dalam meningkatkan pengalaman konsumen dan inovasi produk di industri fashion muslim. Penelitian ini memberikan kontribusi nyata terhadap pemahaman dan perkembangan industri tersebut.
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References
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- Ehab, M., Adel, R., & Abdelmoaty, H. (2020). The Effect of Augmented Reality Applications on Customer’s Purchase Intentions. International Journal of Advanced Scientific Research and Management, 5(11), 34. https://doi.org/10.36282/ijasrm/5.11.2020.1777
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- Leonnard, L., Paramita, A. S., & Maulidiani, J. J. (2019). The Effect of Augmented Reality Shopping Applications on Purchase Intention. Esensi: Jurnal Bisnis Dan Manajemen, 9(2), 131–142. https://doi.org/10.15408/ess.v9i2.9724
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- Wu, C.-W. (2023). The Impact of Virtual Reality and Augmented Reality Service Technologies on Consumer Purchase Intention for Fashion Brands. https://doi.org/10.20944/preprints202307.1408.v1
- Ehab, M., Adel, R., & Abdelmoaty, H. (2020). The Effect of Augmented Reality Applications on Customer’s Purchase Intentions. International Journal of Advanced Scientific Research and Management, 5(11), 34. https://doi.org/10.36282/ijasrm/5.11.2020.1777
- Hilpert, L., & Zumstein, D. (2023). Augmented Reality in Fashion E-Commerce. Proceedings of the International Conferences on E-Society 2023, ES 2023 and Mobile Learning 2023, ML 2023, March, 194–202. https://doi.org/10.33965/es_ml2023_202302l024
References
Billinghurst, M. (2021). Grand Challenges for Augmented Reality. Frontiers in Virtual Reality, 2. https://doi.org/10.3389/frvir.2021.578080
Ehab, M., Adel, R., & Abdelmoaty, H. (2020). The Effect of Augmented Reality Applications on Customer’s Purchase Intentions. International Journal of Advanced Scientific Research and Management, 5(11), 34. https://doi.org/10.36282/ijasrm/5.11.2020.1777
Holdack, E., Lurie-Stoyanov, K., & Fromme, H. F. (2022). The role of perceived enjoyment and perceived informativeness in assessing the acceptance of AR wearables. Journal of Retailing and Consumer Services, 65. https://doi.org/10.1016/j.jretconser.2020.102259
Kementrian Perindustrian RI. (2022). Kemenperin Targetkan Industri Fesyen Muslim Indonesia Jadi Pemain Global. https://kemenperin.go.id/artikel/23719/Kemenperin-Targetkan-Industri-Fesyen-Muslim-Indonesia-Jadi-Pemain-Global
Leonnard, L., Paramita, A. S., & Maulidiani, J. J. (2019). The Effect of Augmented Reality Shopping Applications on Purchase Intention. Esensi: Jurnal Bisnis Dan Manajemen, 9(2), 131–142. https://doi.org/10.15408/ess.v9i2.9724
Sari, I. P., Batubara, I. H., Hazidar, A. H., & Basri, M. (2022). Pengenalan Bangun Ruang Menggunakan Augmented Reality sebagai Media Pembelajaran. Hello World Jurnal Ilmu Komputer, 1(4), 209–215. https://doi.org/10.56211/helloworld.v1i4.142
State of the Global Islamic Economy Report. (2022). State of the Global Islamic Economy Report. DinarStandard, 1–40. https://haladinar.io/hdn/doc/report2018.pdf
Wang, Y., Ko, E., & Wang, H. (2022). Augmented reality (AR) app use in the beauty product industry and consumer purchase intention. Asia Pacific Journal of Marketing and Logistics, 34(1), 110–131. https://doi.org/10.1108/APJML-11-2019-0684
Wu, C.-W. (2023). The Impact of Virtual Reality and Augmented Reality Service Technologies on Consumer Purchase Intention for Fashion Brands. https://doi.org/10.20944/preprints202307.1408.v1
Ehab, M., Adel, R., & Abdelmoaty, H. (2020). The Effect of Augmented Reality Applications on Customer’s Purchase Intentions. International Journal of Advanced Scientific Research and Management, 5(11), 34. https://doi.org/10.36282/ijasrm/5.11.2020.1777
Hilpert, L., & Zumstein, D. (2023). Augmented Reality in Fashion E-Commerce. Proceedings of the International Conferences on E-Society 2023, ES 2023 and Mobile Learning 2023, ML 2023, March, 194–202. https://doi.org/10.33965/es_ml2023_202302l024