THE IMPACT OF AUGMENTED REALITY ON PURCHASE INTENTION IN THE BEAUTY INDUSTRY: A QUALITATIVE EXPLORATION OF CONSUMEREXPERIENCES

This qualitative study explores the impact of Augmented Reality (AR) applications on consumer purchase intention in the beauty industry through in-depth examination of consumer experiences and perceptions. Using a phenomenological approach, this research investigates how consumers experience and interpret AR technology when making beauty product purchase decisions, particularly focusing on the underlying psychological and experiential factors that influence their buying behavior. Through semi-structured interviews with 20 Indonesian consumers who actively use AR beauty applications, this study reveals deep insights into how AR technology shapes consumer decision-making processes. The findings indicate that AR experiences create complex emotional and cognitive responses that significantly influence purchase intentions through enhanced product visualization, reduced uncertainty, and increased confidence in product selection. This research contributes to understanding the experiential dimensions of AR technology in consumer behavior and provides valuable insights for beauty industry practitioners seeking to optimize their digital marketing strategies.