The Effect of Augmented Reality, Affective Responses and Brand Credibility on Online Purchasing Decisions for L’Oreal Paris Care and Beauty Products

Marta Minerva^1*, & Rokhmat ²
¹Student, Department of Management, University of Technology Yogyakarta, Indonesia
²Lecturer, Department of Management, University of Technology Yogyakarta, Indonesia
DOI – http://doi.org/10.37502/IJSMR.2024.7906

Full Text – PDF

Abstract

This study examines the impact of augmented reality, affective responses, and brand credibility on the purchasing decision of L’Oreal Paris care and beauty products on the Shopee platform. The research focuses on consumers in the Special Region of Yogyakarta who use L’Oreal Paris products. A quantitative approach was adopted, and data was collected through Google Forms questionnaires distributed to 100 respondents. The findings reveal that augmented reality, affective responses, and brand credibility have both partial and simultaneous effects on the online purchasing decision of L’Oreal Paris care and beauty products on Shopee in the Special Region of Yogyakarta. In other words, these factors play a significant role in influencing consumers’ decisions when purchasing L’Oreal Paris products on the online platform.

Keywords: Augmented reality, Affective responses, Brand credibility, Online purchase decision, Care and beauty products and L’Oreal Paris, Shopee

References

Iisnawati, I., Marwa, T., Shihab, MS, Yuliani, Y., Yunita, D., & Daud, I. (2023). Could the Implementation of Augmented Reality Influence Consumers’ Purchase Intention in E-Commerce?. Journal of Management and Entrepreneurship , 11 (1), 12-19. doi: 10.26905/jmdk.v11i1.9561.
Khabibah, A., & Pramesti, DA (2021). Management of the Influence of Anthropomorphism and Augmented Reality (AR) on Purchasing Decisions with Product Type as a Moderating Variable. Borobudur Management Review , 1 (2), 108-125. 2021, doi: 10.31603/bmar.v1i2.5891.
Quattelbaum, B., Breckenfelder, C., Voigt, J., & Maas, L. (2022). Possibilities and limits of virtual and augmented reality in the purchase decision process for clothing. Communications in Development and Assembling of Textile Products , 3 (1), 42-50. doi: 10.25367/cdatp.2022.3.p42-50.
Windasari, NA, Shafira, N., & Santoso, HB (2022). Multichannel Retailing in Beauty Products: Understanding Customer Purchase Decisions between Offline Stores, Websites, and Augmented Reality. Journal of Information Systems , 18 (2), 50-67.
Kowalczuk, P., Siepmann, C., & Adler, J. (2021). Cognitive, affective, and behavioral consumer responses to augmented reality in e-commerce: A comparative study. Journal of Business Research , 124 , 357-373. doi: 10.1016/j.jbusres.2020.10.050.
Gutierrez, J., & Seva, R.R. (2016). Affective Responses in the Purchase of Consumer Eco Products. DLSU Business & Economics Review , 25 (2).
Sustaningrum, R. (2023). Purchase Intention of Generation Z on Cosmetic Products with Augmented Reality Technology During the Pandemic. Scientific Journal of Business Economics , 28 (3), 405-419. doi: 10.35760/eb.2023.v28i3. 7170.
Mariani, A., & Sari, DK (2023). The Role of Brand Ambassador, Brand Image, and Brand Credibility in Influencing Consumers’ Decisions on Beauty Products: The Role of Brand Ambassador, Brand Image, and Brand Credibility in Influencing Consumer Decisions on Beauty Products, 1-13. https://doi.org/10.21070/ups.2177
Anggreani, YT (2023). The Influence of Brand Ambassador Credibility and Brand Credibility on Oriflame Product Purchase Decisions at PT. Orindo Alam Ayu Medan Branch. [Online]. Available: https://repositori.uma.ac.id/handle/123456789/20087%0Ahttps://repositori.uma.ac.id/jspui/bitstream/123456789/20087/1/188320187 – Yeusy Tri Anggreani – Fulltext.pdf
Fuadi, DK, & Padmantyo, S. (2024). The Influence of Brand Credibility, Influencer Credibility and Brand Experience on Purchasing Decisions with Brand Attitude Mediation. Scientific Journal of Management, Economics, and Accounting (MEA) , 8 (2), 976-993.
Kaburek, P., & Segerqvist, V. (2023). The AR-t of Marketing: Understanding Customers’ Hedonic and Utilitarian Expectations and its Fulfillment in Augmented Reality Marketing.
Gabriel, A., Ajriya, AD, Fahmi, CZN, & Handayani, PW (2023). The influence of augmented reality on E-commerce: A case study on fashion and beauty products. Cogent Business & Management , 10 (2), 2208716. doi: 10.1080/23311975.2023.2208716.
Medinna, G., & Hasbi, I. (2020). The Influence of Brand Credibility, Brand Personality, and Beauty Vlogger Endorsement on Purchase Intention with Brand Image as an Intervening Variable (Case Study on Consumers of Make Over Bandung Products). Menara Ekonomi Journal: Research and Scientific Studies in the Field of Economics , 6 (1). https://doi.org/10.31869/me.v6i1.1821
Andriyani, NKR, & Yudhistira, PGA, (2023). How Do Conventional Travel Agent Services Enhance Brand Loyalty? The Relationship Between Customer Experience, Brand Credibility, and Brand Trust. Journal of Theoretical and Applied Management , 16 (1). doi: 10.20473/jmtt.v16i1.43170.
Kotler, P., Armstrong, G., Opresnik, M. O (2018). Principles of marketing . Pearson Australia. [On line]. Available: www.pearsongglobaleditions.com
Prisca, EF, & Adhimursandi, D. (2024). The Influence of Product Prices, Brand Awareness, and Consumer Perceptions. In forum ekonomi: Jurnal Ekonomi, Manajemen dan Akuntansi (Vol. 26, No. 1, pp. 1-8). [Online]. Available: https://journal.feb.unmul.ac.id/index.php/forumekonomIhttps://doi.org/10.30872/jfor.v26i1.14515
Rivan, IM (2019). Public Perception of the Efficiency of the Suroboyo Bus Transportation Mode on the Unesa – Its Route,” 1-8.