PENGGUNAAN VITUAL TRY-ON : PENGARUH ENJOYMENT DAN INNOVATIVENESS PADA NIAT BELI KOSMETIK ONLINE
Abstract
Berkembangnya teknologi, terutama dalam industri e-commerce, fitur virtual try-on (VTO) menjadi inovasi penting yang meningkatkan pengalaman berbelanja konsumen Penelitian ini bertujuan untuk menganalisis pengaruh perceived enjoyment dan perceived innovativeness terhadap sikap konsumen terhadap VTO di platform e-commerce Shopee, serta dampaknya pada niat pembelian produk kosmetik secara online. Penelitian ini menggunakan metode kuantitatif dengan pendekatan survei. Data dikumpulkan melalui kuesioner yang disebarkan kepada 151 responden pengguna Shopee yang telah memanfaatkan fitur VTO. Analisis data dilakukan menggunakan metode PLS-SEM untuk menguji hipotesis yang diajukan, kemudian diolah menggunakan software Smart PLS 4. Hasil penelitian menunjukkan bahwa perceived enjoyment dan perceived innovativeness secara signifikan dan positif mempengaruhi sikap konsumen terhadap VTO. Selain itu, sikap positif terhadap VTO juga berpengaruh signifikan terhadap niat pembelian produk kosmetik secara online. Temuan ini mengindikasikan bahwa pengalaman yang menyenangkan dan inovasi teknologi pada fitur VTO dapat meningkatkan niat konsumen untuk membeli produk kosmetik secara online.
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