The Effect of Augmented Reality, Online Customer Reviews, and Affiliate Marketing on Purchase Intention for Laneige Skincare Products on Shopee
DOI:
https://doi.org/10.61722/jaem.v3i4.12850Keywords:
Augmented Reality, Online Customer Reviews, Affiliate Marketing, Purchase Intention, Laneige, ShopeeAbstract
Penelitian ini bertujuan untuk menguji dan menganalisis pengaruh Augmented Reality, Online Customer Review, dan Affiliate Marketing terhadap niat beli produk skincare Laneige di platform Shopee. Kajian ini sangat relevan mengingat pesatnya perkembangan transaksi digital saat ini, yang menuntut brand untuk aktif memanfaatkan fitur interaktif serta bukti sosial (social proof) guna menarik minat calon konsumen. Pendekatan yang digunakan dalam penelitian ini adalah metode kuantitatif. Pengumpulan data primer dilakukan melalui penyebaran kuesioner daring kepada para pengguna Shopee yang sudah mengenal produk skincare Laneige. Total sampel yang digunakan berjumlah 385 responden, yang ditarik dengan menggunakan teknik purposive sampling. Seluruh data yang terkumpul kemudian diolah dan dianalisis menggunakan metode Regresi Linear Berganda melalui bantuan perangkat lunak IBM SPSS. The results of the analysis reveal that: Augmented Reality has a positive and significant effect on purchase intention, emerging as the most dominant factor in this study; Online Customer Reviews have a positive and significant effect on purchase intention; and Affiliate Marketing also has a positive and significant impact on purchase intention. Furthermore, the simultaneous test (F-test) indicates that Augmented Reality, Online Customer Reviews, and Affiliate Marketing collectively have a significant effect on the purchase intention of Laneige products on Shopee. These findings imply that Laneige and Shopee should continue to optimize interactive AR features, manage authentic customer reviews, and collaborate with credible affiliate marketers to maximize consumers' purchasing decisions.
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