PENGARUH AUGMENTED REALITY (AR) MAKEUP FILTER TERHADAP KEPUTUSAN PEMBELIAN FOUNDATION PADA MAHASISWA TATA RIAS UNIVERSITAS NEGERI JAKARTA

GEALICHA ADINDA FEBIOLA, . (2026) PENGARUH AUGMENTED REALITY (AR) MAKEUP FILTER TERHADAP KEPUTUSAN PEMBELIAN FOUNDATION PADA MAHASISWA TATA RIAS UNIVERSITAS NEGERI JAKARTA. Sarjana thesis, UNIVERSITAS NEGERI JAKARTA.

	Text COVER.pdf Download (532kB)
	Text BAB 1 PENDAHULUAN.pdf Download (248kB)
	Text BAB 2 KAJIAN PUSTAKA.pdf Restricted to Registered users only Download (390kB) | Request a copy
	Text BAB 3 METODOLOGI PENELITIAN.pdf Restricted to Registered users only Download (367kB) | Request a copy
	Text BAB 4 HASIL DAN PEMBAHASAN.pdf Restricted to Registered users only Download (329kB) | Request a copy
	Text BAB 5 KESIMPULAN.pdf Restricted to Registered users only Download (99kB) | Request a copy
	Text DAFTAR PUSTAKA.pdf Download (218kB)
	Text LAMPIRAN DAN DAFTAR RIWAYAT HIDUP.pdf Restricted to Registered users only Download (695kB) | Request a copy

Abstract

Penelitian ini bertujuan untuk mengetahui pengaruh penggunaan Augmented Reality (AR) Makeup Filter terhadap keputusan pembelian foundation pada mahasiswa Program Studi Pendidikan Tata Rias Universitas Negeri Jakarta. Latar belakang penelitian ini didasarkan pada perkembangan teknologi Virtual Try-On yang memungkinkan konsumen mencoba foundation secara virtual sebelum melakukan pembelian sehingga dapat membantu dalam memilih shade yang sesuai dengan warna kulit. Penelitian ini menggunakan pendekatan kuantitatif dengan metode survei. Sampel penelitian berjumlah 76 mahasiswa yang dipilih menggunakan teknik purposive sampling. Pengumpulan data dilakukan melalui penyebaran kuesioner yang telah diuji validitas dan reliabilitasnya. Teknik analisis data meliputi analisis statistik deskriptif, uji normalitas, uji linearitas, uji heteroskedastisitas, analisis regresi linear sederhana, uji t, dan koefisien determinasi menggunakan program IBM SPSS Statistics. Hasil penelitian menunjukkan bahwa Augmented Reality (AR) Makeup Filter berpengaruh positif dan signifikan terhadap keputusan pembelian foundation pada mahasiswa Tata Rias Universitas Negeri Jakarta. Persamaan regresi yang diperoleh adalah Y = 36,592 + 0,694X, sedangkan hasil uji t menunjukkan nilai t hitung sebesar 6,857 dengan nilai signifikansi 0,000 < 0,05, sehingga hipotesis penelitian diterima. Nilai koefisien determinasi (R²) sebesar 0,388 menunjukkan bahwa 38,8% keputusan pembelian dipengaruhi oleh penggunaan AR Makeup Filter, sedangkan 61,2% dipengaruhi oleh faktor lain yang tidak diteliti. Dengan demikian, AR Makeup Filter berpengaruh terhadap keputusan foundation pada mahasiswa Tata Rias Universitas Negeri Jakarta. ***** This study aims to determine the effect of the use of Augmented Reality (AR) Makeup Filters on the foundation purchase decisions of students in the Cosmetology Education Study Program at Universitas Negeri Jakarta. The background of this study is based on the rapid development of Virtual Try-On technology, which enables consumers to virtually try foundation products before making a purchase, thereby assisting them in selecting the most suitable shade according to their skin tone. This research employed a quantitative approach using a survey method. The research sample consisted of 76 students, selected through a purposive sampling technique. Data were collected using a questionnaire that had been tested for validity and reliability. The data were analyzed using descriptive statistical analysis, normality test, linearity test, heteroscedasticity test, simple linear regression analysis, t-test, and coefficient of determination with the assistance of IBM SPSS Statistics software. The findings revealed that the Augmented Reality (AR) Makeup Filter has a positive and significant effect on foundation purchase decisions among Cosmetology Education students at Universitas Negeri Jakarta. The regression equation obtained was Y = 36.592 + 0.694X, while the t-test result showed a t-value of 6.857 with a significance value of 0.000 < 0.05, indicating that the research hypothesis was accepted. Furthermore, the coefficient of determination (R²) was 0.388, indicating that 38.8% of the variation in purchase decisions was explained by the use of AR Makeup Filters, while the remaining 61.2% was influenced by other factors not examined in this study. Therefore, it can be concluded that the use of AR Makeup Filters significantly influences foundation purchase decisions among Cosmetology Education students at Universitas Negeri Jakarta.

Item Type:	Thesis (Sarjana)
Additional Information:	1). Dr. Aniesa Puspa Arum, M.Pd; 2). Dr. Dwi Atmanto, M.Si.
Subjects:	Tata Rias > Tata Rias (Makeup)
Divisions:	FT > S1 Pendidikan Tata Rias
Depositing User:	Users 34591 not found.
Date Deposited:	07 Aug 2026 08:49
Last Modified:	07 Aug 2026 08:49
URI:	http://repository.unj.ac.id/id/eprint/69036

Actions (login required)

View Item