PENGARUH PERSEPSI PENGALAMAN VIRTUAL TRY- ON DAN KUALITAS PRODUK TERHADAP KEPUASAN KONSUMEN PRODUK KOSMETIK DENGAN MODERASI KANAL PEMBELIAN (OFFLINE VS ONLINE)
Keywords:
Virtual Try-On, Product Quality, Online and OfflineAbstract
Penelitian ini bertujuan untuk mengevalusi dampak dari persepsi pengalaman Virtual Try-On serta kualitas produk terhadap kepuasan konsumen dalam produk kosmetik dan untuk menguji peran kanal pembelian (offline vs online) sebagai variabel moderator. Studi ini menggunakan pendekatan kuantitatif dengan data primer yang diperoleh melalui penyebaran kuisioner terhadap 150 responden di wilayah Surakarta yang berpengguna kosmetik.Proses analisis data menggunakan metode Partial Least Squares-Structural Equation Modeling (PLS-SEM) yang didukung oleh perangkat lunak SmartPLS versi 3.0. Temuan dari penelitian ini mengidentifikasikan bahwa persepsi pengalaman Virtual Try-On dan kualitas produk memiliki dampak positif dan signifikan terhadap kepuasan konsumen. Kanal pembelian juga menunjukkan pengaruh langsung terhadap kepuasan konsumen. Namun,Kanal pembelian tidak berfungsi sebagai variabel moderasi dalam hubungan antara persepsi pengalaman Virtual Try-On serta kualitas produk dengan kepuasan konsumen.References
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