Pengaruh Augmented Reality Virtual Try On dan Electronic Word of Mouth Terhadap Keputusan Pembelian Lip Product Maybelline (Studi Pada Mahasiswa Universitas Negeri di Kota Medan)

Abstract

The development of digital technology has changed the way consumers interact with products, including in the cosmetics industry. eatures such as Augmented Reality Virtual Try On are now widely used to create interactive shopping experiences, allowing consumers to try products virtually without direct physical contact, while Electronic Word of Mouth plays a key role in shaping purchase decisions through online reviews and testimonials from fellow users. However, despite the use of these technologies, global brands such as Maybelline have reported lower sales compared to local brands that do not employ similar features. This suggests that advanced marketing technologies do not necessarily guarantee success in influencing consumer behavior. This research is intended to analyze how Augmented Reality Virtual Try On and Electronic Word of Mouth affect the purchasing decision of Maybelline lip products, especially among students at public universities in Medan City. Students were chosen as research objects because they are active consumers who are responsive to technology and digital trends. The form of research used in this study is a quantitative method with an associative approach. The data was collected by distributing questionnaires to 96 respondents selected using a purposive sampling technique. The method of data analysis used in this research includes multiple linear regression analysis to examine both partial and simultaneous effects between variables. The results of this research indicate that Augmented Reality and Electronic Word of Mouth have a positive and significant influence on purchasing decisions, either partially or simultaneously. The Augmented Reality variable has the most dominant influence, and together, both variables explain 57,5% of the variation in purchasing decisions. These findings emphasize the importance of digital marketing in shaping modern consumer behavior.