Artikel Ilmiah : C1H021003 a.n. FAKHRULHUDA BAIHAQI
| NIM | C1H021003 |
|---|---|
| Namamhs | FAKHRULHUDA BAIHAQI |
| Judul Artikel | The Influence of Virtual Try-On Technology on Purchase Intention: The Role of Hedonic Value and Utilitarian Value as Mediators and User Information Privacy Control as a Moderator |
| Abstrak (Bhs. Indonesia) | Penelitian ini menganalisis pengaruh Virtual Try-On Technology terhadap minat beli dengan Hedonic Value dan Utilitarian Value sebagai variabel mediator serta User Information Privacy Control sebagai variabel moderator. Studi kuantitatif ini dilakukan pada konsumen aktif aplikasi SATURDAYS di Indonesia dengan melibatkan 221 responden menggunakan metode convenience sampling. Penelitian ini menggunakan Structural Equation Modeling (SEM) dengan software AMOS untuk analisis data. Hasil penelitian menunjukkan bahwa Virtual Try-On Technology berpengaruh positif signifikan terhadap Hedonic Value dan Utilitarian Value. Selanjutnya, baik Hedonic Value maupun Utilitarian Value terbukti berpengaruh positif signifikan terhadap Purchase Intention. Hasil uji mediasi mengkonfirmasi bahwa Hedonic Value dan Utilitarian Value secara signifikan memediasi hubungan antara Virtual Try-On Technology dan Purchase Intention. Temuan menarik menunjukkan bahwa User Information Privacy Control memoderasi hubungan Virtual Try-On Technology terhadap kedua nilai (hedonic dan utilitarian), di mana kontrol privasi yang baik memperkuat dampak positif teknologi VTO. Penelitian ini memberikan kontribusi teoritis pada literature technology acceptance dengan mengintegrasikan perspektif nilai konsumen dan privasi digital dalam konteks augmented reality e-commerce. |
| Abtrak (Bhs. Inggris) | This research analyzes the influence of Virtual Try-On Technology on purchase intention with Hedonic Value and Utilitarian Value as mediating variables and User Information Privacy Control as a moderating variable. This quantitative study was conducted on active consumers of the SATURDAYS application in Indonesia, involving 221 respondents using convenience sampling method. This research used Structural Equation Modeling (SEM) with AMOS software for data analysis. The results show that Virtual Try-On Technology has a significant positive effect on Hedonic Value and Utilitarian Value. Furthermore, both Hedonic Value and Utilitarian Value are proven to have a significant positive effect on Purchase Intention. The mediation test results confirm that Hedonic Value and Utilitarian Value significantly mediate the relationship between Virtual Try-On Technology and Purchase Intention. Interesting findings show that User Information Privacy Control moderates the relationship of Virtual Try-On Technology on both values (hedonic and utilitarian), where good privacy control strengthens the positive impact of VTO technology. This research contributes theoretically to the technology acceptance literature by integrating consumer value perspectives and digital privacy in the context of augmented reality e-commerce |
| Kata kunci | Kata Kunci: Virtual Try-On Technology, Hedonic Value, Utilitarian Value, User Information Privacy Control, Purchase Intention, SATURDAYS, Augmented Reality, E-commerce |
| Pembimbing 1 | Dr. Weni Novandari, SE.,MM |
| Pembimbing 2 | Tiladela Luhita,SE.,M.Si |
| Pembimbing 3 | |
| Tahun | 2025 |
| Jumlah Halaman | 11 |
| Tgl. Entri | 2025-07-28 17:04:11.577059 |