Enhancing Consumer Control: Virtual Try-On Experiences in the Indonesian Beauty and Cosmetics Industry

Conventional cosmetic sampling, such as lipstick testing in stores, carries a risk of bacterial and fungal contamination. Augmented Reality provides a safer option by allowing customers to digitally apply and preview lipsticks in 3D with different shades. This study examines the impact of AR on consumer behavior during cosmetic purchases. The participants were randomly assigned to either an AR experience group or a non-AR group. The AR group could virtually try a lipstick using AR technology, while the non-AR group viewed static images. This study investigated the connections between Vividness, Behavioral Control, Cognitive Control, Purchase Intention, System Quality, Information Quality, and User Satisfaction in AR-based virtual try-on (VTO) experiences. The results indicate that interactivity has a positive influence on both Behavioral and Cognitive Control, which in turn affects Purchase Intention. In addition, the System and Information Quality have a positive impact on User Satisfaction, ultimately affecting Purchase Intention. These findings indicate that businesses can utilize AR Virtual try-ons to enhance the customer experience and elevate safety standards for cosmetic testing. By integrating AR into their operations, businesses can provide customers with a more interactive way to try products safely, leading to increased satisfaction and purchase intent, particularly in the beauty industry.