Utilizing Augmented Reality to Improve Customers' Purchase Intention in Retail Furniture Applications in Indonesia

The objective of this study is to examine the factors that impact the purchasing intention of furniture products in Indonesian retail settings through the use of Augmented Reality (AR). The authors constructed a theoretical framework by synthesizing information from multiple journals and books on AR, business, and information systems. Data was gathered using a purposive sampling technique from a total of 155 individuals, representing Indonesian males and females aged between 17 to 55. The data was presented descriptively using SPSS, and hypothesis testing was performed using SmartPLS 4. The findings of this study revealed that product perception, entertainment, and utilitarian experience are associated with the purchase intention of furniture using AR. However, production information, risk perception, and shopping experience were not found to be associated with purchasing intention. These findings hold both theoretical and practical significance, shedding light on the factors influencing the purchasing intention of furniture with the help of AR. The results offer valuable guidance for stakeholders in the retail furniture business using AR to connect customers with their products more effectively. Additionally, policymakers will understand how to support business sustainability. This research positively contributes to the existing body of knowledge in the fields of Information Systems and Information Technology as reference for future study.