Purchase Decisions: The Role of Content and Augmented Reality Mediated by Purchase Interest

Authors

  • Windarko Department of Management, Universitas Pembangunan Jaya, Indonesia

DOI:

https://doi.org/10.38035/dijdbm.v7i1.6138

Keywords:

Content Marketing, Augmented Reality, Virtual-Try-On, Purchase Interest, Purchase Decision

Abstract

This study aims to analyze the influence of Content Marketing and Augmented Reality (AR) on Purchase Decision of beauty products on marketplace applications , with Purchase Intention as a mediator variable . The emergence of digital marketing technology such as Virtual Try-On features on platforms like Shopee and TikTok Shop has been reshaped consumer behavior in making purchase decisions . This research employs a quantitative method using Structural Equation Modeling (SEM) based on Partial Least Squares , analyzed through SmartPLS 4.0. The results show that Augmented Reality has a significant and positive effect on Purchase Intention and indirectly influences Purchase Decision through Purchase Intention . On the others hand , Content Marketing does not mean affect Purchase Intention , but it directly affects Purchase Decision . These findings suggest that immersive experiences enabled by AR are more effective in stimulating consumers ' intention to buy than conventional marketing content.

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Published

2026-01-01

Issue

Vol. 7 No. 1 (2025): Dinasti International Journal of Digital Business Management (December 2025 - January 2026)

Section

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