HOW BRAND IMAGE AND AUGMENTED REALITY AFFECT PURCHASE DECISIONS IN ONLINE MARKETPLACE
Article Sidebar
Read Counter : 4
Download : 9
Main Article Content
Abstract
This study aims to examine the influence of brand image and augmented reality on purchase decisions, with brand trust serving as a mediator. The research population includes consumers who have previously purchased Maybelline products through Shopee in DKI Jakarta. A total of 165 respondents were selected as samples, with criteria including age, residency, prior experience purchasing Maybelline products, and an interest in beauty trends. This research utilized purposive sampling using a descriptive method to collect respondent data through an online Google Forms questionnaire distributed via social media. The collected data was then thoroughly examined and analyzed using Partial Least Square-Structural Equation Modeling (PLS-SEM) with SmartPLS4 software. The results indicate that brand image has a positive and significant effect on purchase decisions, and with brand trust playing a partial mediating role between brand image and purchase decisions. Furthermore, augmented reality does not have a positive or significant effect on purchase decisions; however, brand trust plays a partial mediating role between augmented reality and purchase decisions. In addition to contributing to practical implication, this research is anticipated to provide meaningful insights for Maybelline products sold on Shopee to better understand the concepts of brand image and brand trust, as well as the application of augmented reality, in order to enhance purchase decisions.
Article Details
This work is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License.
This journal provides immediate open access to its content on the principle that making research freely available to the public supports a greater global exchange of knowledge.
IJAEB by Graduate Program of Universitas Tarumanagara is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License.. Permissions beyond the scope of this license may be available at https://journal.untar.ac.id/index.php/ijaeb
References
Aaker, D. A. (1996). Building strong brands. Simon and schuster.
Ajzen, I. (1991). The Theory of planned behavior. Organizational Behavior and Human Decision Processes.
Albrecht, M. G., Green, M., & Hoffman, L. (2023). Principles of marketing. OpenStax. https://openstax.org/details/books/principles-marketing
Alrwashdeh, M., Emeagwali, O., & Aljuhmani, H. (2019). The effect of electronic word of mouth communication on purchase intention and brand image: An applicant smartphone brands in North Cyprus. Management Science Letters, 9(4), 505-518.
Amron, A. (2018). The influence of brand image, brand trust, product quality, and price on the consumer’s buying decision of MPV cars. European Scientific Journal, ESJ, 14(13), 228.
Baker, M. (2003). The marketing book. Routledge.
Bernarto, I., Berlianto, M. P., Meilani, Y. F. C. P., Masman, R. R., & Suryawan, I. N. (2020). The influence of brand awareness, brand image, and brand trust on brand loyalty. Jurnal Manajemen, 24(3), 412-426.
Bilgili, B., Özkul, E., Koç, E., & Ademoğlu, M. O. (2019). An investigation of augmented reality applications from the perspectives of brand trust and purchase intentions of customers. In Contemporary issues in behavioral finance (pp. 53-64). Emerald Publishing Limited.
Çalışkan, G., Yayla, İ., & Pamukçu, H. (2023). The use of augmented reality technologies in tourism businesses from the perspective of UTAUT2. European Journal of Innovation Management.
CNBC Indonesia. (2022, June 2). Ini Dia Raja e-Commerce Di Asia Tenggara, Bisa Tebak?
CNBC Indonesia. (2024, April 27). Belanja Kecantikan Warga RI Hampir Rp 3 T, Lebih Besar Dari Makanan. https://www.cnbcindonesia.com/research/20240427110427-128-533935/belanja-kecantikan-warga-ri-hampir-rp-3-t-lebih-besar-dari-makanan
Delgado‐Ballester, E., & Munuera‐Alemán, J. L. (2001). Brand trust in the context of consumer loyalty. European Journal of marketing, 35(11/12), 1238-1258.
GoodStat Data. (2024, January 14). Produk Kecantikan Jadi Produk FMCG Yang paling Banyak Dibeli Di e-Commerce 2023. https://data.goodstats.id/statistic/produk-kecantikan-jadi-produk-fmcg-yang-paling-banyak-dibeli-di-e-commerce-2023-u7UTz
Hair, J. F., Risher, J. J., Sarstedt, M., & Ringle, C. M. (2019). When to use and how to report the results of PLS-SEM. European business review, 31(1), 2-24.
Konopka, B., Hönemann, K., & Wiesche, M. (2024, May). Augmented Reality, trust and technology malfunctions: An initial theory and empirical study. In Proceedings of the 2024 Computers and People Research Conference (pp. 1-8).
Kotler, P., Keller K., Chernev A. (2021). Marketing Management, Global Edition-Pearson.
Kusuma, I. G. A. W., Setiawan, P. Y., Ekawati, N. W., & Aksari, N. M. A. (2024). The role of hedonic motivation mediating the effect of augmented reality marketing on buying intention (Study of the Loreal Paris Brand in Indonesia on the Shopee Application). Edunity Kajian Ilmu Sosial dan Pendidikan, 3(7), 603-619.
Mahri, A. J. W., Juliana, J., Monoarfa, H., Rohepi, A. P., & Karim, R. (2024). Integrating country of origin, brand image and halal product knowledge: the case of the South Korean skincare in Indonesia. Journal of Islamic Marketing, 15(1), 244-259.
Malhotra, N. K., Nunan, D., & Birks, D. F. (2020). Marketing research. Pearson UK.
Maulana, Y. S., & Marista, M. (2021). The Effect of Brand Image and Brand Trust on Oppo Cellphones Purchasing Decisions In Banjar City. Jurnal Manajemen Bisnis, 8(2), 214-225.
Maybelline. (2010). About #1 makeup brand Maybelline New York - Maybelline. Maybelline New York.
https://www.maybelline.com/about-maybelline
Mbete, G. S., & Tanamal, R. (2020). Effect of easiness, service quality, price, trust of quality of information, and brand image of consumer purchase decision on shopee online purchase. Jurnal Informatika Universitas Pamulang, 5(2), 100-110.
Pantano, E., Rese, A., & Baier, D. (2017). Enhancing the online decision-making process by using augmented reality: A two country comparison of youth markets. Journal of Retailing and Consumer Services, 38, 81-95.
Peddie, J. (2017). Augmented reality: Where we will all live (Vol. 349). Cham: Springer.
Rampolla, J., & Kipper, G. (2012). Augmented reality: An emerging technologies
Ruslim, T. S., Nova, N., Herwindiati, D. E., & Cokki, C. (2023). The identification of purchase intention among Iphone customers in Depok viewed from e-wom, brand image, brand trust, perceived value, and brand preference. International Journal of Application on Economics and Business, 1(4), 2354-2367.
Schiffman, L. G., & Wisenblit, J. (2019). Consumer Behavior TWELFTH EDITION Global Edition.
Schmalstieg, D., & Höllerer, T. (2016). Augmented reality: Principles and practice. Pearson Professional.
Sengupta, A., & Cao, L. (2022). Augmented reality's perceived immersion effect on the customer shopping process: Decision-making quality and privacy concerns. International Journal of Retail & Distribution Management, 50(8/9), 1039-1061.
Wijaya, A. P., & Annisa, I. T. (2020). The influence of brand image, brand trust and product packaging information on purchasing decisions. Jurnal Analisis Bisnis Ekonomi, 18(1), 24-35.
Zhang, T., Wang, W. Y. C., Cao, L., & Wang, Y. (2019). The role of virtual try-on technology in online purchase decision from consumers’ aspect. Internet Research, 29(3), 529-551.