ANALISIS PERSEPSI MANFAAT, PERSEPSI KEMUDAHAN, KESESUAIAN ESTETIKA DIRI DAN REFERENSI DIRI KONSUMEN TERHADAP KEPUTUSAN PEMBELIAN DIGITAL KONSUMEN MELALUI NIAT BELI DI E-COMMERCE DENGAN AUGMENTED REALITY SELF-VIEW

IISNAWATI, IISNAWATI and Marwa, Taufiq and Shihab, Muchsin Saggaf and Yuliani, Yuliani (2024) ANALISIS PERSEPSI MANFAAT, PERSEPSI KEMUDAHAN, KESESUAIAN ESTETIKA DIRI DAN REFERENSI DIRI KONSUMEN TERHADAP KEPUTUSAN PEMBELIAN DIGITAL KONSUMEN MELALUI NIAT BELI DI E-COMMERCE DENGAN AUGMENTED REALITY SELF-VIEW. Doctoral thesis, Sriwijaya University.

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Abstract

Augmented Reality merupakan inovasi pemasaran terbaru, khususnya di e-commerce Indonesia. Teknologi ini melibatkan proses pengalaman diri konsumen ketika melakukan tahapan pengambilan keputusan. Proses pengalaman diri dalam pengambilan keputusan didasarkan pada Technology Acceptance Model dan Self Congruity Theory. Penelitian ini bertujuan untuk menjawab efektivitas dari Augmented Reality dengan self-view dalam mempengaruhi pengambilan keputusan pembelian di e-commerce Indonesia. Data riset diperoleh dengan menyebarkan kuesioner kepada 400 pengguna Augmented Reality self-view di salah satu e-commerce Indonesia. Data dianalisis dengan menggunakan Structural Equation Modeling dengan LISREL. Hasil penelitian ini menunjukkan bahwa secara tidak langsung persepsi kemudahan, dan kesesuaian estetika diri mampu mempengaruhi keputusan pembelian melalui niat beli, sedangkan secara langsung persepsi manfaat, persepsi kemudahan, referensi diri, dan kesesuaian estetika diri tidak berpengaruh terhadap keputusan pembelian

Item Type:	Thesis (Doctoral)
Uncontrolled Keywords:	Aesthetic, Augmented Reality, Decision, Self-reference, Suitability
Subjects:	H Social Sciences > HF Commerce > HF5437-5444 Purchasing. Selling. Sales personnel. Sales executives
Divisions:	01-Faculty of Economics > 61001-Management (S3)
Depositing User:	IISNAWATI IISNAWATI
Date Deposited:	28 May 2025 06:47
Last Modified:	28 May 2025 06:47
URI:	http://repository.unsri.ac.id/id/eprint/173662

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