PURCHASE INTENTION GENERASI Z PADA PRODUK KOSMETIK DENGAN TEKNOLOGI AUGMENTED REALITY PADA MASA PANDEMI
Atma Jaya Catholic University of Indonesia
Indonesia
Abstract
Adaptasi teknologi augmented reality selain memberikan pengalaman tersediri bagi konsumen dalam berbelanja yang direpresentasikan secara virtual dan membantu untuk mendapatkan detail informasi sebelum memutuskan membeli produk. Tidak semua retail, menerapkan teknologi ini ke dalam aplikasi mereka padahal adaptasi teknologi ini memberikan pengalaman untuk meningkatkan kecenderungan membeli (purchase intention). Penelitian disusun untuk melihat bagaimana teknologi augmented reality memberikan pengaruh terhadap keputusan membeli dengan melibatkan adanya perasaan positif yang timbul sebagai suatu response terhadap adaptasi teknologi dan bagaimana motivasi hedonic shopping motivation memberikan pengaruh didalamnya. Hasil pengolahan data terhadap 100 responden generasi Z menunjukkan bahwa penggunaan teknologi augmented reality mempengaruhi keputusan membeli dan berpengaruh terhadap perasaan positive affective response. Namun, perasaan positif yang muncul setelah menggunakan teknologi justru tidak dipengaruhi oleh hedonic shopping behavior sebagai suatu perasaan yang muncul sebagai suatu motivasi berbelanja karena didasarkan adanya motif hedonic ketimbang kebutuhan utilitarian. Hasil penelitian ini berkontribusi terhadap strategi pemasaran retail terhadap generasi Z bahwa adaptasi teknologi augmented reality mempengaruhi purchase intention namun motivasi berbelanja didasarkan keputusan secara cognitive, khususnya pada masa pandemi
Keywords
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