Dampak Fitur Augmented Reality Tirtir Terhadap Brand Engagement dan Usage Intention: Melalui Lensa Technology Acceptance Model Dalam Pemasaran Produk Kecantikan

Dreena Alvina Roselynd; Ahmad Hamdani; Jerry S. Justianto

doi:10.55681/sentri.v4i7.4326

Authors

Dreena Alvina Roselynd Bina Nusantara University
Ahmad Hamdani Bina Nusantara University
Jerry S. Justianto Bina Nusantara University

DOI:

https://doi.org/10.55681/sentri.v4i7.4326

Keywords:

augmented reality, technology acceptance model, brand engagement, brand usage intention, industri kecantikan

Abstract

This study analyzes the impact of Augmented Reality (AR) features of the Tirtir brand on Brand Engagement and Usage Intention through the Technology Acceptance Model (TAM). A survey was conducted with 377 female TikTok users in the Greater Jakarta area (Jabodetabek), and the data were analyzed using SEM-PLS. The results show that AR characteristics (Vividness, Interactivity, Novelty) have a significant positive effect on Perceived Ease of Use, Perceived Usefulness, and Enjoyment. These three variables positively influence Brand Engagement, which in turn affects Brand Usage Intention. The study confirms the mediating role of TAM variables in the relationship between AR characteristics and Brand Engagement, as well as the mediating role of Brand Engagement in the relationship between TAM variables and Brand Usage Intention. The findings provide strategic implications for digital marketing in the beauty industry through interactive virtual shopping experiences.

Downloads

Download data is not yet available.

References

Ali Memon, Muhammad, Hsin Ting, Jun-Hwa Cheah, Ramayah Thurasamy, Francis Chuah, and Tat Huei Cham. 2020. "Sample Size for Survey Research: Review and Recommendations." Journal of Applied Structural Equation Modeling 4 (2): i–xx.

Androic, Ivan. 2023. "How to Lower Your Cosmetics E-commerce Return Rate with Beauty AI." Arbelle. https://arbelle.ai/how-to-lower-e-commerce-return-rate-with-beauty-ai/.

Arisugewo, Dedi, Shiddiq Sinulingga, and Fadli. 2024. "Analysis of Augmented Reality Technology to Influence Purchase Intention Using TAM Approach." Proceedings of the International Conference on Business and Technology, 542–50. https://doi.org/10.2991/978-94-6463-234-7_55.

Bougie, Roger, and Uma Sekaran. 2019. Research Methods for Business: A Skill Building Approach. Hoboken, NJ: John Wiley & Sons.

Briedis, Holly, Anna Kronschnabl, Alex Rodriguez, and Kelly Ungerman. 2020. "Adapting to the Next Normal in Retail: The Customer Experience Imperative." McKinsey & Company. https://www.mckinsey.com/industries/retail/our-insights/adapting-to-the-next-normal-in-retail-the-customer-experience-imperative.

Chen, Yi, and Cheryl A. Lin. 2022. "Consumer Behavior in an Augmented Reality Environment: Exploring the Effects of Flow via Augmented Realism and Technology Fluidity." Telematics and Informatics 71: 101833.

Davis, Fred D. 1989. "Perceived Usefulness, Perceived Ease of Use, and User Acceptance of Information Technology." MIS Quarterly: Management Information Systems 13 (3): 319–39. https://doi.org/10.2307/249008.

Dharmawan, Rudi, Agus Sugiono, and Prio Nugeraha. 2024. "Interactivity and Customer Engagement: Its Influence on Purchasing Decisions on Shopee Live: Survey on Eiger Adventure Consumers in Indonesia." Jurnal Ilmu Manajemen 21 (1): 15. https://doi.org/10.21831/jim.v18i2.

Diaa, Nada M. 2022. "Investigating the Effect of Augmented Reality on Customer Brand Engagement: The Mediating Role of Technology Attributes." The Business and Management Review 13 (2): 347–56. https://doi.org/10.24052/BMR/V13NU02/ART-31.

Fairchild, Amy J., David P. MacKinnon, Maria P. Taborga, and Aaron B. Taylor. 2009. "R2 Effect-Size Measures for Mediation Analysis." Behavior Research Methods 41 (2): 486–98. https://doi.org/10.3758/BRM.41.2.486.

Feng, Yang, and Barbara Mueller. 2019. "The State of Augmented Reality Advertising Around the Globe: A Multi-Cultural Content Analysis." Journal of Promotion Management 25 (4): 453–75. https://doi.org/10.1080/10496491.2018.1448323.

Gorsuch, Richard L. 1983. Factor Analysis. 2nd ed. Hillsdale, NJ: Lawrence Erlbaum Associates.

Guo, Chen, and Xiaoling Zhang. 2024. "The Impact of AR Online Shopping Experience on Customer Purchase Intention: An Empirical Study Based on the TAM Model." PLoS ONE 19 (8): e0309468. https://doi.org/10.1371/journal.pone.0309468.

Hair, Joseph F., Christian M. Ringle, and Marko Sarstedt. 2021. "Partial Least Squares Structural Equation Modeling." In Handbook of Market Research, edited by Christian Homburg, Martin Klarmann, and Arnd Vomberg, 1–47. Cham: Springer International Publishing. https://doi.org/10.1007/978-3-319-05542-8_15-2.

Hatcher, Larry. 1994. A Step-by-Step Approach to Using the SAS System for Factor Analysis and Structural Equation Modeling. Cary, NC: SAS Institute.

Hollebeek, Linda D., Mark S. Glynn, and Roderick J. Brodie. 2014. "Consumer Brand Engagement in Social Media: Conceptualization, Scale Development and Validation." Journal of Interactive Marketing 28 (2): 149–65. https://doi.org/10.1016/j.intmar.2013.12.002.

Hollebeek, Linda D., Biljana Juric, and Amela Ilic. 2011. "Customer Engagement: Conceptual Domain, Fundamental Propositions, and Implications for Research." Journal of Service Research 14 (3): 252–71. https://www.researchgate.net/publication/285726483.

HOM Team. 2024. "How TirTir Used TikTok to Achieve Viral Success: K-Beauty Case Study." House of Marketers, December 20. https://houseofmarketers.com/how-tirtir-used-tiktok-to-achieve-viral-success-k-beauty-case-study/.

Hopp, Toby, and Harsha Gangadharbatla. 2016. "Novelty Effects in Augmented Reality Advertising Environments: The Influence of Exposure Time and Self-Efficacy." Journal of Current Issues and Research in Advertising 37 (2): 113–30. https://doi.org/10.1080/10641734.2016.1171179.

Hsieh, Sara H., and Aihwa Chang. 2016. "The Psychological Mechanism of Brand Co-creation Engagement." Journal of Interactive Marketing 33 (1): 13–26.

Hsu, Sheila H. Y., Hsin-Tsang Tsou, and Ja-Shen Chen. 2021. “‘Yes, We Do. Why Not Use Augmented Reality?’ Customer Responses to Experiential Presentations of AR-Based Applications.” Journal of Retailing and Consumer Services 62: 102649. https://doi.org/10.1016/j.jretconser.2021.102649.

Javornik, Ana. 2016. "Augmented Reality: Research Agenda for Studying the Impact of Its Media Characteristics on Consumer Behaviour." Journal of Retailing and Consumer Services 30: 252–61. https://doi.org/10.1016/j.jretconser.2016.02.004.

Jiang, Qian, Jian Sun, Chao Yang, and Chao Gu. 2022. "The Impact of Perceived Interactivity and Intrinsic Value on Users’ Continuance Intention in Using Mobile Augmented Reality Virtual Shoe-Try-On Function." Systems 10 (1): 3. https://doi.org/10.3390/systems10010003.

Khan, Imran, Linda D. Hollebeek, Mehwish Fatma, Jamid Ul Islam, and Zillur Rahman. 2020. "Brand Engagement and Experience in Online Services." Journal of Services Marketing 34 (2): 163–75. https://doi.org/10.1108/JSM-03-2019-0106.

Kowalczuk, Paulina, Christine Siepmann, and Jost Adler. 2021. "Cognitive, Affective, and Behavioral Consumer Responses to Augmented Reality in E-commerce: A Comparative Study." Journal of Business Research 124: 357–73. https://doi.org/10.1016/j.jbusres.2020.10.050.

Kristi, Karina, and Nurdinintya Kusumawati. 2021. "Technology Acceptance and Customer Perception of Augmented Reality (AR) in Indonesian Beauty Industry." Proceedings of the International Conference on Economics, Business, Social, and Humanities, May 24. https://doi.org/10.4108/eai.22-7-2020.2307916.

Lal, Kavita. 2023. "We Tested 7 Virtual Beauty Try-On Platforms to See If Any of Them Are Actually Legit." Fashionista. https://fashionista.com/2023/07/virtual-beauty-try-on-platforms-review.

Lavoye, Virginie, Anssi Tarkiainen, Jari Sipilä, and Jussi Mero. 2023. "More Than Skin-Deep: The Influence of Presence Dimensions on Purchase Intentions in Augmented Reality Shopping." Journal of Business Research 169: 114247. https://doi.org/10.1016/j.jbusres.2023.114247.

McLean, Graeme. 2018. "Examining the Determinants and Outcomes of Mobile App Engagement—A Longitudinal Perspective." Computers in Human Behavior 84: 392–403. https://doi.org/10.1016/j.chb.2018.03.015.

McLean, Graeme, and Alan Wilson. 2019. "Shopping in the Digital World: Examining Customer Engagement through Augmented Reality Mobile Applications." Computers in Human Behavior 101: 210–24. https://doi.org/10.1016/j.chb.2019.07.002.

Negm, Ehab. 2024. "The Impact of Augmented Reality on Consumer Behavior: A Focus on Value Development, Leading to Brand Engagement and Purchase Intention." Management and Sustainability. https://doi.org/10.1108/MSAR-08-2023-0044.

Osei-Frimpong, Kofi, and Graeme McLean. 2018. "Examining Online Social Brand Engagement: A Social Presence Theory Perspective." Technological Forecasting and Social Change 128: 10–21. https://doi.org/10.1016/j.techfore.2017.10.010.

Perneger, Thomas V., Delphine S. Courvoisier, Pamela M. Hudelson, and Angele Gayet-Ageron. 2015. "Sample Size for Pre-tests of Questionnaires." Quality of Life Research 24 (1): 147–51. https://doi.org/10.1007/s11136-014-0752-2.

Preacher, Kristopher J., and Ken Kelley. 2011. "Effect Size Measures for Mediation Models: Quantitative Strategies for Communicating Indirect Effects." Psychological Methods 16 (2): 93–115. https://doi.org/10.1037/a0022658.

Qin, Hong, Bomi Osatuyi, and Lu Xu. 2021. "How Mobile Augmented Reality Applications Affect Continuous Use and Purchase Intentions: A Cognition-Affect-Conation Perspective." Journal of Retailing and Consumer Services 63: 102680.

Rahail, Yustina D., and Josephine Ellyawati. 2024. "Pengaruh Teknologi Mobile Augmented Reality terhadap Niat Beli Looké Beauty." Jurnal Ilmu Komunikasi 21 (2): 1–15. https://doi.org/10.24002/jik.v21i2.8399.

Rauschnabel, Philipp A., Barry J. Babin, M. Claudia tom Dieck, Nina Krey, and Timothy Jung. 2022. "What Is Augmented Reality Marketing? Its Definition, Complexity, and Future." Journal of Business Research 142: 1140–50. https://doi.org/10.1016/j.jbusres.2021.12.084.

Rauschnabel, Philipp A., Reto Felix, and Chris Hinsch. 2019. "Augmented Reality Marketing: How Mobile AR-Apps Can Improve Brands through Inspiration." Journal of Retailing and Consumer Services 49: 43–53. https://doi.org/10.1016/j.jretconser.2019.03.004.

Rauschnabel, Philipp A., and Yong K. Ro. 2016. "Augmented Reality Smart Glasses: An Investigation of Technology Acceptance Drivers." IEEE Transactions on Engineering Management 11 (2): 1–15. http://www.philipprauschnabel.com.

Rese, Anne, Daniel Baier, Andreas Geyer-Schulz, and Stefanie Schreiber. 2017. "How Augmented Reality Apps Are Accepted by Consumers: A Comparative Analysis Using Scales and Opinions." Technological Forecasting and Social Change 124: 306–19. https://doi.org/10.1016/j.techfore.2016.10.010.

Safitri, Jihan L. G., and Fitri Oktafani. 2022. "Analisis Penerimaan Augmented Reality pada Wardah Virtual Try On dengan Pendekatan Technology Acceptance Model (TAM)." SEIKO: Journal of Management & Business 5 (2): 490–503.

Sari, Rina. 2024. "Apa Itu Augmented Reality? Pengertian, Jenis dan Contohnya." Cloud Computing Indonesia. https://cloudcomputing.id/artikel/apa-itu-augmented-reality.

Sarstedt, Marko, Joseph F. Hair, Jun-Hwa Cheah, Jan-Michael Becker, and Christian M. Ringle. 2019. "How to Specify, Estimate, and Validate Higher-Order Constructs in PLS-SEM." Australasian Marketing Journal 27 (3): 197–211. https://doi.org/10.1016/j.ausmj.2019.05.003.

Schivinski, Bruno, Daniel G. Muntinga, Halley M. Pontes, and Przemyslaw Lukasik. 2021. "Influencing COBRAs: The Effects of Brand Equity on the Consumer’s Propensity to Engage with Brand-Related Content on Social Media." Journal of Strategic Marketing 29 (1): 1–23. https://doi.org/10.1080/0965254X.2019.1572641.

Scholz, Joachim, and Andrew N. Smith. 2016. "Augmented Reality: Designing Immersive Experiences That Maximize Consumer Engagement." Business Horizons 59 (2): 149–61. https://doi.org/10.1016/j.bushor.2015.10.003.

Sekar, Nita. 2024. "Wow! Indonesia Menjadi Negara dengan Pengguna TikTok Terbanyak di Dunia." ThePhrase.Id, October 29. https://thephrase.id/wow-indonesia-menjadi-negara-dengan-pengguna-tiktok-terbanyak-di-dunia/.

Sekaran, Uma, and Roger Bougie. 2016. Research Methods for Business: A Skill Building Approach. Hoboken, NJ: John Wiley & Sons.

Sinai, Olivia. 2023. "Augmented Reality in the Beauty & Cosmetics Industry." Rock Paper Reality. https://rockpaperreality.com/insights/ar-use-cases/ar-beauty-cosmetics-industry/.

Söderström, Cecilia, Patrick Mikalef, Asle Dypvik Landmark, and Saurabh Gupta. 2024. "Augmented Reality (AR) Marketing and Consumer Responses: A Study of Cue-Utilization and Habituation." Journal of Business Research 182: 114813. https://doi.org/10.1016/j.jbusres.2024.114813.

Sugiono, Shiddiq. 2021. "Challenges and Opportunities for Using Augmented Reality on Mobile Devices in Marketing Communications." Komunika 10 (1): 1–15. https://doi.org/10.31504/komunika.v9i1.3715.

Suhr, Diana D. 2006. "Exploratory or Confirmatory Factor Analysis?" Cary, NC: SAS Institute.

Sun, Chunhua, Yuan Fang, Meng Kong, Xiayu Chen, and Yezheng Liu. 2022. "Influence of Augmented Reality Product Display on Consumers’ Product Attitudes: A Product Uncertainty Reduction Perspective." Journal of Retailing and Consumer Services 64: 102828.

Tambunan, Elvi, and Andi Masatip. 2020. "Konsep Augmented Reality sebagai Pengembangan Pemasaran Pariwisata dalam Menghadapi New Normal Masa Pandemi Covid-19." Jurnal Ilmiah Akomodasi Agung 7 (2): 1–10.

Tirtir. 2024. "Tirtir: Where Innovation Meets Beauty in Skincare." Tirtir. https://tirtir.co.kr/.

MAC Cosmetics. 2024. "Try Makeup Online + Virtual Try-On." MAC Cosmetics. https://www.maccosmetics.com/virtual-try-on.

Ungarala, Deepti. 2021. "Impact of Brand Experience on the Purchase Intention and Loyalty of Luxury Cosmetics Brands: Mediating Role of Self Concept." Journal of Brand Management 58 (2): 123–45.

Venkatesh, Viswanath, and Hillol Bala. 2008. "Technology Acceptance Model 3 and a Research Agenda on Interventions." Decision Sciences 39 (2): 273–315. https://doi.org/10.1111/j.1540-5915.2008.00192.x.

Wang, Ting, and Feng-Yang Lee. 2020. "Examining Customer Engagement and Brand Intimacy in Social Media Context." Journal of Retailing and Consumer Services 54: 102035. https://doi.org/10.1016/j.jretconser.2020.102035.

Whang, Jeong Bin, Ji Hee Song, Boyoung Choi, and Jong-Ho Lee. 2021. "The Effect of Augmented Reality on Purchase Intention of Beauty Products: The Roles of Consumers’ Control." Journal of Business Research 133: 275–84. https://doi.org/10.1016/j.jbusres.2021.04.057.

Yang, Jin, and Zhongjun Lin. 2024. "From Screen to Reality: How AR Drives Consumer Engagement and Purchase Intention." Journal of Digital Economy 3: 37–46. https://doi.org/10.1016/j.jdec.2024.07.001.

Yim, Mark Yi-Cheon, Shu-Chuan Chu, and Paul L. Sauer. 2017. "Is Augmented Reality Technology an Effective Tool for E-commerce? An Interactivity and Vividness Perspective." Journal of Interactive Marketing 39: 89–103. https://doi.org/10.1016/j.intmar.2017.04.001.

Zhang, Dan, and Hao Yao. 2023. "Research on Consumers’ Intention to Use and Promote Augmented Reality." Proceedings of the International Conference on Management and Business, 1245–53. https://doi.org/10.2991/978-2-38476-062-6_160.