Anteseden pada continuous intention to use aura
Info Katalog
File Repositori
Nomor Panggil : 022002001181
Penerbit : FEB - Usakti
Kota Terbit : Jakarta
Tahun Terbit : 2023
Pembimbing 1 : Yolanda Masnita S
Subyek : Marketing -- Management;Artificial intelligence
Kata Kunci : artificial intelligence; augmented reality; beauty; virtual try on
Status Posting : Published
Status : Lengkap
File Repositori
| No. | Nama File | Hal. | Link |
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| 1. | 2024_TA_SMJ_022002001181_Halaman-Judul.pdf | 10 | |
| 2. | 2024_TA_SMJ_022002001181_Lembar-Pustaka.pdf | 5 | |
| 3. | 2024_TA_SMJ_022002001181_Bab-1_Pendahuluan.pdf | ||
| 4. | 2024_TA_SMJ_022002001181_Bab-2_Tinjauan-Pustaka.pdf |
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| 5. | 2024_TA_SMJ_022002001181_Bab-3_Metode-Penelitian.pdf |
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| 6. | 2024_TA_SMJ_022002001181_Bab-4_Analisa-dan-Pembahasan.pdf |
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| 7. | 2024_TA_SMJ_022002001181_-Bab-5-Kesimpulan.pdf | ||
| 8. | 2024_TA_SMJ_022002001181_Daftar-Pustaka.pdf | ||
| 9. | 2024_TA_SMJ_022002001181_Lampiran.pdf |
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S Saat ini penggunaan teknologi AI sangat diandalkan dalam segala bidang kegiatan, tidak terkecuali pada bidang kecantikan. Banyak perusahaan produk kecantikan di indonesia sudah mulai menerapkan penggunaan teknologi AI seperti dengan memberikan layanan Virtual Try On pada proses berbelanja konsumen. Penelitian ini bertujuan untuk menganalisis faktor-faktor yang dapat mempengaruhi niat keberlanjutan penggunaan teknologi Virtual Try On pada perusahaan kecantikan. Penelitian ini berfokus pada identifikasi anteseden niat keberlanjutan penggunaan teknologi Virtual Try On, dengan mempertimbangkan faktor-faktor seperti persepsi kemudahan penggunaan, kepuasan penggunaan, kenyamanan penggunaan, kostumisasi penggunaan, dan interaksi penggunaan.Teori yang digunakan dalam penelitian ini adalah teori Technology Acceptance Model (TAM) yang berkaitan dengan reaksi para konsumen atau pengguna terhadap penerapan teknologi baru dalam sebuah layanan. Metode penelitian dalam penelitian ini menggunakan pendekatan kuantitatif dengan menyebarkan kuesioner kepada konsumen yang memiliki pengalaman menggunakan fitur Virtual Try On saat ingin membeli produk kecantikan merek lokal. Dalam penelitian ini memperoleh responden sebanyak 200 yang kemudian datanya diuji menggunakan metode Structural Equation Modeling (SEM) melalui perangkat lunak SmartPLS 4.0.Penelitian ini menghasilkan temuan berupa (1) Perceived Ease of Use (POU) berpengaruh positif terhadap AR Satisfaction (SATT), (2) Perceived Enjoyment (PENJ) berpengaruh terhadap AR Satisfaction (SATT), (3) Perceived Enjoyment (PENJ) berpengaruh positif terhadap Continuous Intention to Use (CI), (4) AR Satisfaction (SATT) berpengaruh positif terhadap Continuous Intention to Use (CI), (5) Perceived Customization (PCC) berpengaruh positif terhadap Continuous, (6) Perceived Interactivity (PINTY) tidak berpengaruh positif terhadap Continuous Intention to Use (CI).Penelitian ini memiliki implikasi manajerial yang memberikan rekomendasi strategi atau inovasi untuk pihak perusahaan kecantikan merek lokal yang menerapkan fitur Virtual Try On dalam layanannya. Hal ini diharapkan dapat meningkatkan penerapan layanan fitur Virtual Try On di bidang kecantikan sehingga konsumen atau pengguna dapat selalu mengandalkan adanyaa teknologi tersebut.
C Currently, the use of AI technology is very reliable in all fields of activity, including the beauty field. Many beauty product companies in Indonesia have begun to implement the use of AI technology such as by providing Virtual Try On services in the consumer shopping process. This study aims to analyze the factors that can influence the intention to continue using Virtual Try On technology in beauty companies. This research focuses on identifying the antecedents of the intention to continue using Virtual Try On technology, by considering factors such as perceived ease of use, satisfaction of use, comfort of use, customization of use, and interaction of use.The theory used in this research is the Technology Acceptance Model (TAM) theory which relates to the reaction of consumers or users to the application of new technology in a service. The research method in this study uses a quantitative approach by distributing questionnaires to consumers who have experience using the Virtual Try On feature when they want to buy local brand beauty products. In this study, 200 respondents were obtained, and then the data were tested using the Structural Equation Modeling (SEM) method through SmartPLS 4.0 software.This study produces findings in the form of (1) Perceived Ease of Use (POU) has a positive effect on AR Satisfaction (SATT), (2) Perceived Enjoyment (PENJ) has an effect on AR Satisfaction (SATT), (3) Perceived Enjoyment (PENJ) has a positive effect on Continuous Intention to Use (CI), (4) AR Satisfaction (SATT) has a positive effect on Continuous Intention to Use (CI), (5) Perceived Customization (PCC) has a positive effect on Continuous Intention to Use (CI), (6) Perceived Interactivity (PINTY) has no positive effect on Continuous Intention to Use (CI). This research has managerial implications that provide recommendations for strategies or innovations for local beauty companies that implement the Virtual Try On feature in their services. This is expected to increase the application of the feature service in the beauty field so that consumers or users can always rely on the technology.
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