Pengaruh Maybelline Augmented Reality pada aplikasi Shopee terhadap Minat beli (Purchase Intention) dengan Persepsi Perendaman (Perceived Immersion) dan Respon Afektif Positif (Positive Affective Response) sebagai variabel mediasi

Abstract

Penelitian ini bertujuan untuk menguji pengaruh Maybelline Augmented Reality pada aplikasi Shopee terhadap Minat Beli (Purchase Intention) dengan Persepsi Perendaman (Perceived Immersion) dan Respon Afektif Positif (Positive Affective Response) sebagai variabel mediasi. Penelitian ini menggunakan metode Partial Least Square Structural Equation Modeling (PLS-SEM) untuk menganalisis data yang diperoleh dari 150 responden yang merupakan pengguna Shopee di wilayah Kota Pontianak.

Hasil penelitian ini menunjukkan bahwa Augmented Reality dan persepsi perendaman tidak berpengaruh signifikan terhadap minat beli, sedangkan Augmented Reality berpengaruh signifikan terhadap persepsi perendaman dan respon afektif positif, respon afektif positif juga berpengaruh signifikan terhadap minat beli. Persepsi perendaman tidak berpengaruh signifikan dalam memediasi hubungan antara Augmented Reality dan minat beli, sedangkan respon afektif positif berpengaruh signifikan dalam memediasi hubungan antara Augmented Reality dan minat beli.

Kata Kunci: Augmented Reality, Minat Beli, Persepsi Perendaman, dan Respon Afektif Positif.

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