Unlocking Consumer Minds: Navigating Purchase Intentions through the Lens of Augmented Reality and the Technology Acceptance Model

As a relatively new technology, augmented reality can help business continuity. This technology can maximize various business activities, one of which is marketing. Unfortunately, this technology is still rarely used for business needs in Indonesia. Hence, this paper aims to investigate how the technology acceptance model affects augmented reality-based marketing applications and their impact on the intention to make a purchase. The research adopted a quantitative methodology, specifically employing survey techniques. The primary data gathered underwent analysis through Partial Least Squares Structural Equation Modeling (PLS-SEM). The process of data collection included the distribution of online questionnaires to individuals actively utilizing smartphones. These participants were subsequently requested to engage with one of the five selected augmented reality marketing applications: Shopee (Beauty Cam), Sephora (Virtual Artist), IKEA Place, and Dulux (Visualizer). To uphold result reliability, the study encompassed a total of 109 respondents. The study revealed that perceived usefulness, and perceived enjoyment has a positive influence on purchase intention. Besides that, perceived ease of use has a negative influence on purchase intention. Based on the results of this research, it is important for business to be able to capture profitable opportunities from adopting augmented reality technology. So that in the future they will be able to provide the best experience for consumers.