FAKTOR-FAKTOR YANG MEMENGARUHI NIAT MENGGUNAKAN TEKNOLOGI VIRTUAL TRY-ON PRODUK MAKE-UP PADA GEN Z

VIYONILA PRATIWI, . (2026) FAKTOR-FAKTOR YANG MEMENGARUHI NIAT MENGGUNAKAN TEKNOLOGI VIRTUAL TRY-ON PRODUK MAKE-UP PADA GEN Z. Sarjana thesis, UNIVERSITAS NEGERI JAKARTA.

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Abstract

Penelitian ini bertujuan untuk menganalisis faktor-faktor yang memengaruhi behavioral intention dalam menggunakan teknologi virtual try-on (VTO) pada produk make-up. Variabel yang diuji dalam penelitian ini meliputi perceived usefulness, perceived ease of use, social influence, dan perceived trust. Penelitian ini menggunakan pendekatan kuantitatif dengan metode online survei. Data dikumpulkan dari 170 responden yang merupakan Generasi Z, berdomisili di DKI Jakarta serta mengetahui atau pernah menggunakan fitur virtual try-on pada produk make-up. Teknik pengambilan sampel yang digunakan adalah purposive sampling. Data dikumpulkan melalui kuesioner yang disebarkan secara daring. Teknik analisis data yang digunakan adalah Structural Equation Modeling (SEM) dengan pendekatan Partial Least Squares (PLS) untuk menguji hubungan antar variabel dalam model penelitian. Hasil penelitian menunjukkan bahwa perceived ease of use berpengaruh positif dan signifikan terhadap behavioral intention serta perceived usefulness. Selain itu, social influence berpengaruh positif dan signifikan terhadap behavioral intention dan perceived trust. Perceived trust juga terbukti berpengaruh positif dan signifikan terhadap behavioral intention dalam menggunakan teknologi virtual try-on. Namun, perceived usefulness tidak menunjukkan pengaruh yang signifikan terhadap behavioral intention. Lebih lanjut, hasil pengujian menunjukkan bahwa perceived trust memediasi pengaruh social influence terhadap behavioral intention, yang menandakan bahwa pengaruh sosial mampu meningkatkan niat penggunaan teknologi virtual try-on melalui pembentukan kepercayaan pengguna. Penelitian ini merekomendasikan agar brand kecantikan lebih memfokuskan pengembangan teknologi virtual try-on pada aspek kemudahan penggunaan, peningkatan kepercayaan pengguna, serta pemanfaatan pengaruh sosial melalui media digital untuk meningkatkan minat penggunaan di kalangan Generasi Z. Kata Kunci: Perceived Usefulness, Perceived Ease of Use, Social Influence, Perceived Trust, Behavioral Intention, Virtual try-on **** This study aims to analyze the factors that influence behavioral intention in using virtual try-on (VTO) technology for makeup products. The variables tested in this study include perceived usefulness, perceived ease of use, social influence, and perceived trust. This study uses a quantitative approach with an online survey method. Data was collected from 170 respondents who are Generation Z, reside in DKI Jakarta, and know or have used the virtual try-on feature on makeup products. The sampling technique used is purposive sampling. Data was collected through an online questionnaire. The data analysis technique used was Structural Equation Modeling (SEM) with a Partial Least Squares (PLS) approach to test the relationship between variables in the research model. The results show that perceived ease of use has a positive and significant effect on behavioral intention and perceived usefulness. In addition, social influence has a positive and significant effect on behavioral intention and perceived trust. Perceived trust is also proven to have a positive and significant effect on behavioral intention in using virtual try-on technology. However, perceived usefulness does not show a significant effect on behavioral intention. Furthermore, the test results show that perceived trust mediates the influence of social influence on behavioral intention, which indicates that social influence can increase the intention to use virtual try-on technology through the formation of user trust. This study recommends that beauty brands focus more on developing virtual try-on technology in terms of ease of use, increasing user trust, and utilizing social influence through digital media to increase interest in its use among Generation Z. Keyword: Perceived Usefulness, Perceived Ease of Use, Social Influence, Perceived Trust, Behavioral Intention, Virtual try-on

Item Type:	Thesis (Sarjana)
Additional Information:	1). Dr. Ryna Parlyna, M.B.A. ; 2). Dr. Osly Usman, M.Bus., M.Sys.
Subjects:	Manajemen > Manajemen , Business
Divisions:	FE > S1 Bisnis Digital
Depositing User:	Viyonila Pratiwi .
Date Deposited:	10 Feb 2026 02:38
Last Modified:	10 Feb 2026 02:38
URI:	http://repository.unj.ac.id/id/eprint/65150

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