Pengaruh Vividness dan Interactivity Virtual Try-On Wardah Terhadap Purchase Intention Generasi Z dengan Trust Sebagai Variabel Mediasi

الملخص

The advancement of Augmented Reality (AR) technology has encouraged the cosmetics industry to adopt Virtual Try-On (VTO) features to overcome the limitations of consumers' sensory experience in online shopping. This study aims to analyze the effect of vividness and interactivity of Wardah's VTO feature on the purchase intention of Generation Z consumers, with trust as a mediating variable. A quantitative causal-associative approach was employed using a survey method through an online questionnaire. The sample consisted of 200 female Generation Z respondents in Indonesia who had used Wardah's VTO feature, selected through purposive sampling. Data were analyzed using Partial Least Squares-Structural Equation Modeling (PLS-SEM) with the SmartPLS 4 application. The results show that vividness and interactivity have a positive and significant effect on both trust and purchase intention. Trust also has a positive and significant effect on purchase intention and partially mediates the effect of vividness and interactivity on purchase intention. These findings highlight the importance of enhancing visual quality and interactivity to build consumer trust and drive Generation Z's purchase intention in the local cosmetics industry.