PENGARUH INTERACTIVITY, VIVIDNESS, DAN SPATIALITY TERHADAP BEHAVIORAL INTENTION PENGGUNA VIRTUAL TRY-ON LUXCRIME DI SHOPEE
Keywords:
Interactivity, Vividness, Spatiality; Behavioral Intention, Virtual Try-On.Abstract
Penelitian ini bertujuan untuk menguji pengaruh interactivity, vividness, dan spatiality terhadap behavioral intention pengguna fitur virtual try-on untuk produk kosmetik Luxcrime di Shopee, dengan perceived usefulness dan entertainment experience yang berperan sebagai mediasi. Penggunaan teknologi AR memungkinkan konsumen untuk mencoba berbagai gaya dan produk makeup secara virtual, yang secara signifikan meningkatkan pengalaman berbelanja secara keseluruhan. Fitur virtual try-on juga memungkinkan pengguna bereksperimen dengan berbagai tampilan dan gaya makeup tanpa harus meninggalkan lingkungan fisik mereka. Metode penelitian ini menggunakan desain kuantitatif dengan menyebarkan kuesioner kepada 230 responden. Populasi penelitian ini terdiri dari pengguna fitur virtual try-on produk kosmetik Luxcrime di Indonesia, dan teknik pengambilan sampel yang digunakan adalah purposive sampling berdasarkan kriteria yang ditetapkan. Teknik analisis yang diterapkan dalam penelitian ini adalah Structural Equation Modeling (SEM) dengan bantuan perangkat lunak SmartPLS. Hasil penelitian menunjukkan bahwa vividness secara langsung mempengaruhi perceived usefulness, sementara interactivity dan spatiality memengaruhi entertainment experience. Interactivity dan spatiality tidak secara langsung memengaruhi behavioral intention, namun memiliki pengaruh tidak langsung melalui perceived usefulness dan entertainment experience. Kesimpulan dari penelitian ini menunjukkan bahwa meskipun interactivity dan spatiality tidak memiliki pengaruh langsung pada behavioral intention, kedua faktor tersebut tetap berperan penting dalam membentuk pengalaman pengguna melalui perceived usefulness dan entertainment experience, yang pada akhirnya memengaruhi niat konsumen dalam menggunakan fitur virtual try-on ini.
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