Augmented Reality Experiential Marketing in Beauty Product: Does it Differ from Other Service Touchpoints

Nila Armelia Windasari, Nila Armelia Windasari and Halim Budi Santoso, Halim Budi Santoso (2022) Augmented Reality Experiential Marketing in Beauty Product: Does it Differ from Other Service Touchpoints. Jurnal Sistem Informasi (Journal of Information System), 18 (2). pp. 50-67. ISSN e-ISSN:2502-6631

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Abstract

Augmented Reality (AR) has gained attention for online retailers as it offers customers higher telepresence and provides a unique customer experience. Using the case of Sephora Virtual Artist, this research aims to understand how AR channels affect customer purchase decisions compared to other channels, particularly in beauty products. Sephora used AR through Sephora Virtual Artist to advance its other customer channels, and we compared it with its traditional websites and offline stores. A survey was conducted on 200 female respondents in Indonesia. This study used partial least squares (PLS) to find that product information and telepresence on AR can positively affect customer purchase decisions. Surprisingly, no significant difference in purchase decisions compared to two other purchase channels, i.e., traditional websites and offline stores. This study highlights that female customer tend to focus more on the products they want to purchase rather than the technology and channel of buying.

Item Type:	Article
Uncontrolled Keywords:	Augmented Reality, Experience Marketing, Telepresence, Online Stores, Purchase Decision
Subjects:	T Technology > T Technology (General)
Divisions:	Faculty of Engineering, Science and Mathematics > School of Electronics and Computer Science
Depositing User:	Mrs Ni Made Yunia Dwi Savitri
Date Deposited:	17 Nov 2022 01:31
Last Modified:	17 Nov 2022 01:31
URI:	http://eprints.triatmamulya.ac.id/id/eprint/1756

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