PENGARUH PENGGUNAAN AUGMENTED REALITY VIRTUAL TRY ON TERHADAP KEPUTUSAN PEMBELIAN KOSMETIK X

LARAS SAFITRI BALQIS, . (2026) PENGARUH PENGGUNAAN AUGMENTED REALITY VIRTUAL TRY ON TERHADAP KEPUTUSAN PEMBELIAN KOSMETIK X. Sarjana thesis, UNIVERSITAS NEGERI JAKARTA.

	Text COVER.pdf Download (675kB)
	Text BAB I.pdf Download (405kB)
	Text BAB II SKRIPSI.pdf Restricted to Registered users only Download (511kB)
	Text BAB III SKRIPSI.pdf Restricted to Registered users only Download (418kB)
	Text BAB IV SKRIPSI.pdf Restricted to Registered users only Download (500kB)
	Text BAB V SKRIPSI.pdf Restricted to Registered users only Download (287kB)
	Text DAFTAR PUSTAKA SKRIPSI.pdf Download (264kB)
	Text LAMPIRAN.pdf Restricted to Registered users only Download (2MB)

Abstract

Penelitian ini bertujuan untuk mengetahui pengaruh penggunaan AR Virtual Try On terhadap keputusan pembelian kosmetik L’Oréal Paris pada platform e-commerce Shopee Indonesia. Penelitian ini menggunakan metode kuantitatif dengan pendekatan survei. Teknik pengumpulan data dilakukan melalui penyebaran kuesioner menggunakan skala Likert kepada 142 responden, yaitu mahasiswa aktif S1 Pendidikan Tata Rias Universitas Negeri Jakarta yang pernah membeli produk kosmetik L'Oréal Paris melalui Shopee dan menggunakan fitur AR Virtual Try On. Teknik pengambilan sampel yang digunakan adalah Purposive sampling. Data dianalisis menggunakan statistik deskriptif, uji asumsi klasik, serta analisis regresi linier sederhana dengan bantuan aplikasi SPSS. Hasil penelitian menunjukkan bahwa penggunaan berpengaruh positif dan signifikan terhadap keputusan pembelian. Hal ini dibuktikan dengan nilai t hitung sebesar 13,991 > t tabel 1,997 dan nilai signifikansi 0,001 < 0,05. Nilai koefisien determinasi (R²) sebesar 0,583 menunjukkan bahwa 58,3% keputusan pembelian dipengaruhi oleh penggunaan AR Virtual Try On, sedangkan sisanya dipengaruhi oleh faktor lain di luar penelitian. Hasil penelitian ini menunjukkan bahwa penggunaan fitur AR Vitual Try On berpengaruh positif terhadap keputusan pembelian konsumen. Hal ini ditunjukkan melalui persepsi kegunaan (Perceived Usefulness) dan persepsi kemudahan penggunaan (Perceived Ease of Use), di mana konsumen menilai bahwa fitur AR Virtual Try On membantu konsumen dalam mengambil keputusan pembelian produk kosmetik secara lebih yakin. ***** This study aims to examine the effect of using Augmented Reality (AR) Virtual Try On on purchasing decisions for L’Oréal Paris cosmetic products on the Shopee e-commerce platform in Indonesia. This research employs a quantitative method with a survey approach. Data were collected through the distribution of questionnaires using a Likert scale to 142 respondents, consisting of active undergraduate students of the Cosmetology Education Program at Universitas Negeri Jakarta who have purchased L’Oréal Paris cosmetic products through Shopee and have used the AR Virtual Try On feature. The sampling technique used was purposive sampling. Data were analyzed using descriptive statistics, classical assumption tests, and simple linear regression analysis with the assistance of SPSS software.The results indicate that the use of AR Virtual Try On has a positive and significant effect on purchasing decisions. This is evidenced by a t-value of 13.991, which is greater than the t-table value of 1.997, and a significance value of 0.001 < 0.05. The coefficient of determination (R²) of 0.583 shows that 58.3% of purchasing decisions are influenced by the use of AR Virtual Try On, while the remaining percentage is influenced by other factors outside this study. Overall, the findings demonstrate that the AR Virtual Try On feature positively influences consumer purchasing decisions through perceived usefulness and perceived ease of use, where consumers perceive the feature as helpful in making more confident cosmetic purchasing decisions.

Item Type:	Thesis (Sarjana)
Additional Information:	1). Dr. Nurul Hidayah, S.Pd., M.Pd. ; 2). Dra. Lilis Jubaedah, M.Kes.
Subjects:	Tata Rias > Tata Rias (Makeup)
Divisions:	FT > S1 Pendidikan Tata Rias
Depositing User:	Laras Safitri Balqis .
Date Deposited:	18 Feb 2026 02:00
Last Modified:	18 Feb 2026 02:00
URI:	http://repository.unj.ac.id/id/eprint/64121

Actions (login required)

View Item