Virtual Try On As Determinant To Purchase Decision In Moderation By Customer Reviews

Abstract

Virtual Try-On (VTO) technology in e-commerce is used to reduce savings in purchasing experiential products such as skincare, which have various functions and consumer segments. Then, a novelty of this study is the use of Virtual Try-On on skincare products. The purpose of this study is to examine the effect of VTO use on purchasing decisions. This study analyzes the moderating role of customer reviews in relation to VTO use and purchasing decisions. The method used is quantitative explanatory research. The analysis tool uses SEM partial Least Square with respondents from a countless population, with 191 samples using the Cochran method and using the skincare feature (skincam) of each product. The results show that all indicators in each variable are valid and reliable. The use of the VTO feature has a significant influence on purchasing decisions. Customer reviews are not moderated but are included in the influence of VTO utilization on purchasing decisions. Virtual Try-On is a key determinant of purchasing decisions for skincare products. The success of VTO depends on its functional aspects and the pleasant experience it provides. The effectiveness of VTO increases if supported by positive customer reviews. The impact of the strategy of integrating VTO technology with online reputation through good customer reviews will increase sales conversions.