Virtual Try-On and Purchase Intention: The Role of User Experience

This study aims to analyze the effect of Maybelline's VTO on consumer purchase intention mediated by immersion, perceived enjoyment, and perceived ease of use. This study uses a quantitative approach with an online survey method to 185 respondents, namely women aged 18 years and over who have used the Maybelline VTO feature. The results of the study indicate that the interactivity and virtuality of the VTO feature have a significant effect on immersion and perceived ease of use, but not on perceived enjoyment. The mediating variables of perceived enjoyment and perceived ease of use significantly increase consumer purchase intention. This finding confirms that VTO features that are interactive, easy to use, and provide a pleasant experience can encourage purchasing decisions.