Publisher

UNESAUNESA

Journal Journal of Digital Business and Innovation ManagementJournal of Digital Business and Innovation Management Abstract

Penelitian ini mengeksplorasi bagaimana persepsi terhadap augmentasi fitur Augmented Reality (AR) memengaruhi respons afektif, respons kognitif, dan niat beli, dengan fokus khusus pada produk Somethinc di platform e-commerce. Dengan menggunakan pendekatan Systematic Literature Review (SLR), alat bibliometrik berbasis Python digunakan untuk menelusuri, membersihkan, dan menganalisis publikasi akademik dari basis data seperti Scopus, ScienceDirect, dan IEEE Xplore. Temuan menunjukkan dukungan yang konsisten terhadap AR sebagai alat persuasif yang mampu meningkatkan keterlibatan emosional, pemrosesan mental, dan pada akhirnya mendorong keputusan pembelian—terutama di industri kecantikan dan perawatan kulit. Ulasan ini memberikan dasar bagi penelitian empiris selanjutnya serta menawarkan implikasi teoretis dan manajerial dalam ranah social commerce berbasis AR.

Conclusion

This Systematic Literature Review (SLR) reveals that the perceived augmentation of Augmented Reality (AR) features significantly enhances both affective and cognitive responses, which in turn shape and strengthen purchase intention.Across the reviewed literature, AR emerges as a persuasive technology that blurs the line between online and offline experiences by providing immersive and interactive product interactions.These experiences foster deeper emotional engagement (affective response) and more informed mental evaluations (cognitive response), both of which positively influence a consumers willingness to purchase.Affective responses are triggered through sensory-rich AR interfaces, often evoking emotions such as excitement, curiosity, or satisfaction.These emotions can create a positive psychological association with the brand and product, thus increasing brand affinity.On the cognitive side, AR facilitates deeper processing of product-related information.Users can virtually experience textures, colors, sizes, and usage effects, reducing uncertainty and building a stronger sense of product fit.This dual enhancement in emotion and cognition contributes to more confident and positive purchase decisions.

Future Research

Berdasarkan temuan penelitian ini, saran penelitian lanjutan yang dapat dilakukan adalah: . . 1. Menganalisis dampak AR pada perilaku pembelian impulsif di platform social commerce, khususnya TikTok Shop, dan mengeksplorasi peran influencer dalam memoderasi efektivitas fitur AR. . . 2. Melakukan penelitian lintas budaya untuk memahami bagaimana persepsi AR berbeda di berbagai masyarakat, terutama di pasar emerging seperti Indonesia, Thailand, dan Vietnam, serta bagaimana hal ini mempengaruhi pembentukan kepercayaan digital.. . 3. Menggunakan desain penelitian longitudinal atau eksperimental untuk melacak penggunaan AR secara real-time sepanjang perjalanan pembelian, atau menguji efektivitas AR melalui paparan berulang. Metode ini dapat memberikan wawasan lebih dalam tentang bagaimana AR mempengaruhi perilaku konsumen dalam jangka panjang dan dampak jangka panjangnya terhadap loyalitas merek dan perilaku pembelian ulang.

References

1. Is Augmented Reality Technology an Effective Tool for E-commerce? An Interactivity and Vividness Perspective... journals.sagepub.com/doi/10.1016/j.intmar.2017.04.001Is Augmented Reality Technology an Effective Tool for E commerce An Interactivity and Vividness Perspective journals sagepub doi 10 1016 j intmar 2017 04 001
2. Preferred Reporting Items for Systematic Reviews and Meta-Analyses: The PRISMA Statement | PLOS Medicine.... journals.plos.org/plosmedicine/article?id=10.1371/journal.pmed.1000097Preferred Reporting Items for Systematic Reviews and Meta Analyses The PRISMA Statement PLOS Medicine journals plos plosmedicine article id 10 1371 journal pmed 1000097

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Pages	20
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