Electronic Theses and Dissertation

This study examines the influence of vividness and interactivity in augmented reality (AR) virtual makeup try-on on purchase intention, both directly and through fit confidence as a mediating variable. A quantitative approach was employed using an online questionnaire distributed to 200 beauty consumers in Indonesia who were at least 18 years old, used or had purchased cosmetic products, and had experienced AR virtual makeup try-on. Respondents were selected through convenience sampling, and the data were analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM) with SmartPLS. The results show that vividness does not significantly influence purchase intention, whereas interactivity has a positive and significant influence on purchase intention. Vividness and interactivity positively and significantly influence fit confidence, while fit confidence positively and significantly influences purchase intention. Fit confidence fully mediates the influence of vividness on purchase intention and partially mediates the influence of interactivity on purchase intention. These findings show that visual presentation should strengthen confidence in product suitability, whereas interactivity can encourage purchase intention directly and through fit confidence. Therefore, beauty brands are advised to develop AR virtual makeup try-on features that are realistic, interactive, and capable of strengthening consumers’ confidence in evaluating cosmetic product suitability.
Keywords: Augmented Reality Virtual Makeup Try-On, Vividness, Interactivity, Fit Confidence, Purchase Intention.

This study examines the influence of vividness and interactivity in augmented reality (AR) virtual makeup try-on on purchase intention, both directly and through fit confidence as a mediating variable. A quantitative approach was employed using an online questionnaire distributed to 200 beauty consumers in Indonesia who were at least 18 years old, used or had purchased cosmetic products, and had experienced AR virtual makeup try-on. Respondents were selected through convenience sampling, and the data were analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM) with SmartPLS. The results show that vividness does not significantly influence purchase intention, whereas interactivity has a positive and significant influence on purchase intention. Vividness and interactivity positively and significantly influence fit confidence, while fit confidence positively and significantly influences purchase intention. Fit confidence fully mediates the influence of vividness on purchase intention and partially mediates the influence of interactivity on purchase intention. These findings show that visual presentation should strengthen confidence in product suitability, whereas interactivity can encourage purchase intention directly and through fit confidence. Therefore, beauty brands are advised to develop AR virtual makeup try-on features that are realistic, interactive, and capable of strengthening consumers’ confidence in evaluating cosmetic product suitability. Keywords: Augmented Reality Virtual Makeup Try-On, Vividness, Interactivity, Fit Confidence, Purchase Intention.