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Augmented Reality in Fashion and Beauty Product Marketing: A Preliminary Study of Immersive Marketing In Indonesian E-Commerce

In: Proceedings of the 12th Gadjah Mada International Conference on Economics and Business (GAMAICEB 2024)

Author

Listed:
  • Agung Stefanus Kembau

    (Bunda Mulia University, Digital Business Department)

  • Fresi Beatrix Lendo

    (Manado State Polytechnic, Management Business Department)

Abstract

Augmented Reality (AR) has emerged as a transformative tool in enhancing consumer experiences, particularly in e-commerce platforms. While AR’s potential is widely acknowledged, limited studies address its influence within the Indonesian e-commerce landscape, especially in the fashion and beauty sectors. This study aims to bridge this research gap by examining how AR characteristics—interactivity, vividness, novelty, system quality, and product informativeness—affect hedonic value, satisfaction, and continuance intention using the Stimulus-Organism-Response (SOR) model. Data were collected through a purposive sampling method, targeting 183 respondents aged 18–35 years who have previously interacted with AR features on e-commerce platforms. Results revealed that while hedonic value significantly influences satisfaction (β = 0.630, p

Suggested Citation

  • Agung Stefanus Kembau & Fresi Beatrix Lendo, 2025. "Augmented Reality in Fashion and Beauty Product Marketing: A Preliminary Study of Immersive Marketing In Indonesian E-Commerce," Advances in Economics, Business and Management Research, in: Widya Paramita & Muhammad Ryan Sanjaya & Nurul Indarti & Fu'ad Rakhman & Leo Indra Wardhana (ed.), Proceedings of the 12th Gadjah Mada International Conference on Economics and Business (GAMAICEB 2024), pages 379-395, Springer.
    • Handle: RePEc:spr:advbcp:978-94-6463-692-5_20
    DOI: 10.2991/978-94-6463-692-5_20
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