Pengaruh Penggunaan Augmented Reality dan Brand Equity terhadap Keputusan Pembelian Produk Maybelline di Platform Shopee

Abstract

This study aims to determine and analyze the effect of the influence of using Augmented Reality and Brand Equity on Purchase Decisions for Maybelline products in the Shopee platform. This research is an associative study and the type of data used is quantitative data. The population in this study were active students from 5 faculties at the University of North Sumatra, namely the Faculty of Economics and Business, Faculty of Cultural Sciences, Faculty of Social and Political Sciences, Faculty of Law, and Faculty of Psychology. The number of samples in this study was 90 people with a sampling technique using purposive sampling with the criteria of active S-1 students of the 2020-2023 University of North Sumatra and had tried Augmented Reality technology at the official Maybelline store. Data collection using questionnaires and google forms. The data analysis used is multiple linear regression analysis. Data processing in the study used SPSS 26. The results of this study indicate that simultaneously Augmented Reality and Brand Equity have a positive and significant effect on purchasing decisions. Partially, each variable Augmented Reality and Brand Equity has a positive and significant effect on purchasing decisions for Maybelline products on the Shopee platform.