Analysis of the Use of Augmented Reality (AR) in Increasing the Purchases of Indonesian Cosmetic Brands

With the advent of augmented reality (AR) technology, the cosmetics sector has drastically changed the way consumers engage with products by providing virtual makeup try-ons and tailored interactions. This study examines the effect of augmented reality (AR) on driving sales of Indonesian cosmetic businesses. The study examines the mediating impact of technology attributes- perceived interactivity, perceived ease of use, perceived enjoyment, satisfaction, and impulsive buying-in influencing customer brand engagement using the Technology Acceptance Model (TAM). The study, which was inspired by the approach used by Hair et al. in 2019, used a quantitative descriptive research method to evaluate a sample of 227 respondents. The study, which used a mobile AR cosmetic application, verifies that AR features have a beneficial impact on brand engagement. Additionally, the indirect impacts that are mediated by perceived utility, usability, and enjoyment highlight the value of AR technology and its practical implications for marketers looking to employ it effectively. Knowing how augmented reality (AR) may improve sales/purchases is becoming increasingly important for business success as it continues to transform the cosmetics industry.