AUGMENTED REALITY: ITS INFLUENCE ON PURCHASE INTENTION THROUGH THE MEDIATION OF CONSUMERS’ CONTROL ON SKINTIFIC CUSHION PRODUCTS ON TIKTOK (A SURVEY OF GENERATION Z IN BANDUNG CITY)

Abstract

This study investigates how augmented reality (AR) shapes purchase intention among Generation Z consumers of Skintific cushion products in Bandung City, with particular attention to the role of consumers’ control as a mediating variable. Employing a quantitative survey design, data were obtained from 400 Generation Z respondents who had engaged with Skintific’s AR features, selected through purposive non-probability sampling. Analysis was conducted using Partial Least Squares–Structural Equation Modeling (PLS-SEM). Results reveal that AR exerts a meaningfully positive influence on both consumers’ control and purchase intention, while consumers’ control independently predicts purchase intention as well. The study further establishes a significant indirect effect, confirming that consumers’ control mediates the AR–purchase intention relationship. These outcomes suggest that AR strengthens the sense of agency consumers experience during virtual product interactions, subsequently driving their willingness to buy. For Skintific, the findings offer actionable insights for crafting technology-driven marketing initiatives tailored to Generation Z. Rather than treating AR merely as a digital novelty, brands should position it as a strategic tool to foster immersive brand encounters, deepen consumer engagement, and cultivate long-term loyalty within the competitive beauty landscape.