Analysis Of The Influence Of Virtual Try-On On The Purchase Decision Of Wardah Colorfit Cushion On The Health And Beauty Channel In South Jakarta

Abstrak

The development of augmented reality technology is changing the way consumers evaluate cosmetic products before buying. This study analyzes the influence of virtual try-on on the purchase decision of Wardah Colorfit Cushion on the Health and Beauty channel in South Jakarta. The research uses an explanatory quantitative approach. Primary data was collected through a Likert-scale questionnaire to consumers who were at least 17 years old who knew or had used the try-on virtual feature and had experience purchasing or considering Wardah Colorfit Cushion at Guardian, Watsons, or Boots. The analysis was carried out with Partial Least Squares Structural Equation Modeling using SmartPLS. The results of the evaluation of the measurement model showed that the construct met the criteria of convergent validity, discriminant validity, and reliability. In structural models, the virtual try-on is able to explain 40.6% of the variation in purchasing decisions and has a large effect size (f² = 0.694). Hypothesis testing showed a positive and significant influence of virtual try-on on purchase decisions (β = 0.640; t = 6.990; p < 0.001). These findings show that the virtual experience of trying products can reduce uncertainty, increase confidence in product suitability, and drive cosmetic purchasing decisions.