The Role of Augmented Reality Experience Towards Brand Engagement and Brand Usage Intention Moderated by Purpose of Use in the E-Commerce Industry

The try-on feature with augmented reality has been widely adopted by several e-commerce industries where the augmented reality feature provides a different experience by giving potential buyers the opportunity to try products virtually and apply them to the real world. The purpose of this study was to determine the effect of augmented reality experience on brand usage intention mediated by brand engagement and to determine the moderating effect of purpose of use on brand engagement and brand usage intention. The data collection method was through a questionnaire. The analysis method used is Structural Equation Modeling. The results of this study indicate that there is a significant influence of the role of augmented reality experience on brand engagement and brand usage intention (p value 0.000), there is a significant influence of the role of brand engagement on brand usage intention (p value 0.000), brand engagement significantly mediates augmented reality experience and brand usage intention (p value 0.000), and the insignificant role of moderation of purpose of use on brand engagement and brand usage intention (p value 0.293).