TY  - JOUR
TI  - MULTICHANNEL RETAILING IN BEAUTY PRODUCT: UNDERSTANDING CUSTOMER PURCHASE DECISIONS BETWEEN OFFLINE STORES, WEBSITES, AND AUGMENTED REALITY
IS  - 2
ID  - katalog9325
SN  - 2502-6631
Y1  - 2022/10/17/
UR  - https://doi.org/10.21609/jsi.v18i2.1165
JF  - Jurnal Sistem Informasi
KW  - Augmented Reality
KW  -  Experience Marketing
KW  -  Multichannel Retailing
KW  -  Purchase Decision
KW  -  Technology Acceptance Model
KW  -  Virtual Artist
VL  - 18
SP  - 50
AV  - public
N2  - Augmented Reality (AR) has gained attention for online retailers as it offers customers higher telepresence and provides a unique customer experience. Using the case of Sephora Virtual Artist, this research aims to understand how AR channels affect customer purchase decisions compared to other channels, particularly in beauty products. Sephora used AR through Sephora Virtual Artist to advance its other customer channels, and we compared it with its traditional websites and offline stores. A survey was conducted on 200 female respondents in Indonesia. This study used partial least squares (PLS) to find that product information and telepresence on AR can positively affect customer purchase decisions. Surprisingly, no significant difference in purchase decisions compared to two other purchase channels, i.e., traditional websites and offline stores. This study highlights that female customer tend to focus more on the products they want to purchase rather than the technology and channel of buying.
EP  - 67
A1  - Halim Budi Santoso
A1  - Nila Armelia Windasari
A1  - Nadine Shafira
PB  - Fakultas Ilmu Komputer Universitas Indonesia
ER  -