The Effect of Virtual Try-On on Wardah Product Purchase Decisions among Gen Z in Makassar City with Consumer Satisfaction as an Intervening Factor
Published:
2026-07-29Downloads
Abstract
This study aims to analyze the effect of Virtual Try-On (VTO) technology on purchase decisions of Wardah products among Generation Z in Makassar City, with consumer satisfaction as an intervening variable. This research is motivated by the rapid development of digital technology, particularly Augmented Reality (AR), which enhances online shopping experiences and reduces consumer uncertainty in purchasing cosmetic products. The research questions focus on whether VTO significantly influences purchase decisions, consumer satisfaction, and whether satisfaction mediates the relationship between VTO and purchase decisions. This study employs a quantitative approach with an explanatory design. Data were collected from 165 respondents using purposive sampling and analyzed using Structural Equation Modeling–Partial Least Square (SEM-PLS). The findings reveal that VTO has a positive and significant effect on purchase decisions and consumer satisfaction. Additionally, consumer satisfaction significantly influences purchase decisions and acts as a mediating variable in the relationship between VTO and purchase decisions. This study contributes to the literature on digital marketing and consumer behavior by highlighting the importance of interactive technology in enhancing customer experience and influencing purchasing behavior in the cosmetics industry
Keywords:
Virtual Try-On Customer Satisfaction Purchase Decision Generation ZReferences
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Copyright (c) 2026 Indian Rajji, Anwar, Nurul Fadilah Aswar, Muhammad Ichwan Musa, Muhammad Ilham Wardhana Haeruddin
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