From Interaction to Intention: The Crucial Role of User Experience in AugmentedReality Marketing

Abstract

This research examines the central issue of how augmented reality marketing (ARM) affects consumer Purchase Intention in the cosmetics sector, focusing on the role of user experience as a mediator. The aim of this research is to analyze the impact of ARM on Purchase Intention and understand how user experience plays a role in strengthening or mediating the relationship. The proposed solution is the use of ARM to increase consumer engagement and trust in buying cosmetic products online. The method used in this study is a survey with purposive sampling technique, involving respondents who have purchased Make Over products more than twice online. Data were collected through questionnaires and analyzed using the Partial Least Squares (PLS) method. This research is based on the Stimulus-Organism-Respondent (SOR) theory that connects ARM marketing stimuli with consumer responses in the form of Purchase Intention, with User Experience as a cognitive factor that influences the Decision. The results show that ARM has a positive impact on Purchase Intention, and User Experience also plays a significant mediating role in this relationship. ARM technology is the main factor influencing Purchase Intention.

Keywords: Augmented Reality Marketing, User Experience, Purchase Intention