Pengaruh Teknologi Mobile Augmented Reality terhadap Niat Beli Looké Beauty

Pengaruh Teknologi Mobile Augmented Reality terhadap Niat Beli Looké Beauty

The Mobile Augmented Reality (MAR) application is a marketing innovation that enhances consumer experiences by enabling virtual product trials despite distance and time constraints. This study examines the impact of MAR on purchase intention through perceived enjoyment and usefulness. Data were col...

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Bibliographic Details
Main Authors: Yuliana Rahail, Jeanne Ellyawati
Format: Article
Language:English
Published: Universitas Atma Jaya Yogyakarta 2024-12-01
Series:Jurnal Ilmu Komunikasi
Subjects:
mobile augmented reality
purchase intention
virtual presence
Online Access:https://ojs.uajy.ac.id/index.php/jik/article/view/8399
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