Augmented Reality, Customer Experience, and Repurchase Intention in the Cosmetic Products: Exploring the Mediating Role of Customer Satisfaction
Purpose: This study investigates the mediating role of customer satisfaction (CS) in the relationship between augmented reality (AR), customer experience (CE), and repurchase intention (RI). Method: Data were collected from 399 Gen Z cosmetic consumers in Cirebon City through Likert-scale questionn...
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| Format: | Article |
| Language: | English |
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Universitas Islam Negeri (UIN) Mataram, Faculty of Islamic Economics and Business
2025-05-01
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| Series: | Journal of Enterprise and Development |
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| Online Access: | https://journal.uinmataram.ac.id/index.php/jed/article/view/13213 |
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| author | Zahra Fakhiratunisa Fadia Stevani Siska Ernawati Fatimah |
| author_facet | Zahra Fakhiratunisa Fadia Stevani Siska Ernawati Fatimah |
| author_sort | Zahra Fakhiratunisa |
| collection | DOAJ |
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Purpose: This study investigates the mediating role of customer satisfaction (CS) in the relationship between augmented reality (AR), customer experience (CE), and repurchase intention (RI).
Method: Data were collected from 399 Gen Z cosmetic consumers in Cirebon City through Likert-scale questionnaires. Structural Equation Modeling–Partial Least Squares (SEM-PLS) was used for analysis.
Result: This study revealed that all hypotheses were supported. It found that AR positively influences CS, CE significantly impacts CS, and both AR and CE directly affect RI. Additionally, CS was shown to mediate the effects of both AR and CE on RI.
Practical Implications for Economic Growth and Development: The findings offer valuable insights for the cosmetics and digital marketing sectors. Integrating AR features can enhance shopping experiences, reduce product-related uncertainty, and increase consumer confidence. Improved customer experience leads to higher satisfaction and loyalty, driving repeat purchases. These outcomes can help businesses lower customer acquisition costs, foster innovation in digital technologies, and strengthen market competitiveness—contributing to job creation and broader economic development in both retail and tech industries.
Originality/Value: This study contributes a novel perspective by focusing on Gen Z and cosmetic products. This study also integrates AR and customer experience within a unified research model.
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| format | Article |
| id | doaj-art-62e351a67a6f46ed93e1e5cdad372ffd |
| institution | OA Journals |
| issn | 2715-3118 2685-8258 |
| language | English |
| publishDate | 2025-05-01 |
| publisher | Universitas Islam Negeri (UIN) Mataram, Faculty of Islamic Economics and Business |
| record_format | Article |
| series | Journal of Enterprise and Development |
| spelling | doaj-art-62e351a67a6f46ed93e1e5cdad372ffd2025-08-20T01:51:03ZengUniversitas Islam Negeri (UIN) Mataram, Faculty of Islamic Economics and BusinessJournal of Enterprise and Development2715-31182685-82582025-05-017210.20414/jed.v7i2.13213Augmented Reality, Customer Experience, and Repurchase Intention in the Cosmetic Products: Exploring the Mediating Role of Customer SatisfactionZahra Fakhiratunisa0Fadia Stevani1Siska Ernawati Fatimah2Swadaya Gunung Jati University, IndonesiaSwadaya Gunung Jati University, IndonesiaSwadaya Gunung Jati University, Indonesia Purpose: This study investigates the mediating role of customer satisfaction (CS) in the relationship between augmented reality (AR), customer experience (CE), and repurchase intention (RI). Method: Data were collected from 399 Gen Z cosmetic consumers in Cirebon City through Likert-scale questionnaires. Structural Equation Modeling–Partial Least Squares (SEM-PLS) was used for analysis. Result: This study revealed that all hypotheses were supported. It found that AR positively influences CS, CE significantly impacts CS, and both AR and CE directly affect RI. Additionally, CS was shown to mediate the effects of both AR and CE on RI. Practical Implications for Economic Growth and Development: The findings offer valuable insights for the cosmetics and digital marketing sectors. Integrating AR features can enhance shopping experiences, reduce product-related uncertainty, and increase consumer confidence. Improved customer experience leads to higher satisfaction and loyalty, driving repeat purchases. These outcomes can help businesses lower customer acquisition costs, foster innovation in digital technologies, and strengthen market competitiveness—contributing to job creation and broader economic development in both retail and tech industries. Originality/Value: This study contributes a novel perspective by focusing on Gen Z and cosmetic products. This study also integrates AR and customer experience within a unified research model. https://journal.uinmataram.ac.id/index.php/jed/article/view/13213Augmented RealityCustomer ExperienceRepurchase IntentionCustomer SatisfactionCosmetic Products |
| spellingShingle | Zahra Fakhiratunisa Fadia Stevani Siska Ernawati Fatimah Augmented Reality, Customer Experience, and Repurchase Intention in the Cosmetic Products: Exploring the Mediating Role of Customer Satisfaction Journal of Enterprise and Development Augmented Reality Customer Experience Repurchase Intention Customer Satisfaction Cosmetic Products |
| title | Augmented Reality, Customer Experience, and Repurchase Intention in the Cosmetic Products: Exploring the Mediating Role of Customer Satisfaction |
| title_full | Augmented Reality, Customer Experience, and Repurchase Intention in the Cosmetic Products: Exploring the Mediating Role of Customer Satisfaction |
| title_fullStr | Augmented Reality, Customer Experience, and Repurchase Intention in the Cosmetic Products: Exploring the Mediating Role of Customer Satisfaction |
| title_full_unstemmed | Augmented Reality, Customer Experience, and Repurchase Intention in the Cosmetic Products: Exploring the Mediating Role of Customer Satisfaction |
| title_short | Augmented Reality, Customer Experience, and Repurchase Intention in the Cosmetic Products: Exploring the Mediating Role of Customer Satisfaction |
| title_sort | augmented reality customer experience and repurchase intention in the cosmetic products exploring the mediating role of customer satisfaction |
| topic | Augmented Reality Customer Experience Repurchase Intention Customer Satisfaction Cosmetic Products |
| url | https://journal.uinmataram.ac.id/index.php/jed/article/view/13213 |
| work_keys_str_mv | AT zahrafakhiratunisa augmentedrealitycustomerexperienceandrepurchaseintentioninthecosmeticproductsexploringthemediatingroleofcustomersatisfaction AT fadiastevani augmentedrealitycustomerexperienceandrepurchaseintentioninthecosmeticproductsexploringthemediatingroleofcustomersatisfaction AT siskaernawatifatimah augmentedrealitycustomerexperienceandrepurchaseintentioninthecosmeticproductsexploringthemediatingroleofcustomersatisfaction |