The Influence of Chatbots and Augmented Reality on Wardah Beauty's Purchase Intention

Hanastasia Siahaan

2022

Abstract

The latest technological developments in the marketing 5.0 era have brought many changes in all environments, including the cosmetic industry. The application of new technology in product marketing is expected to be able to provide services that can increase customer Purchase Intention. This study aims to analyze the effect of Chatbot and Augmented Reality features on Purchase Intention of Wardah Beauty products. The research method used is a method with a quantitative approach used to examine certain populations or samples, namely consumers who use Wardah Beauty products. Sampling was done by non-probabilistic sampling method with the number of female respondents as many as 85 people and the data used was primary data in the form of a questionnaire. The data analysis method used is multiple regression analysis. The results of this study indicate that (1) Chatbot has a positive and significant effect on Purchase Intention in Wardah Beauty products. (2) Augmented Reality has a positive and significant effect on Purchase Intention in Wardah Beauty products. purchasing Wardah Beauty products.

Paper Citation

in Harvard Style

Siahaan H. (2022). The Influence of Chatbots and Augmented Reality on Wardah Beauty's Purchase Intention. In Proceedings of the 4th International Conference on Social and Political Development - Volume 1: ICOSOP, ISBN 978-989-758-618-7, SciTePress, pages 91-97. DOI: 10.5220/0011518700003460

in Bibtex Style

@conference{icosop22,
author={Hanastasia Siahaan},
title={The Influence of Chatbots and Augmented Reality on Wardah Beauty's Purchase Intention},
booktitle={Proceedings of the 4th International Conference on Social and Political Development - Volume 1: ICOSOP,},
year={2022},
pages={91-97},
publisher={SciTePress},
organization={INSTICC},
doi={10.5220/0011518700003460},
isbn={978-989-758-618-7},
}

in EndNote Style

TY - CONF

JO - Proceedings of the 4th International Conference on Social and Political Development - Volume 1: ICOSOP,
TI - The Influence of Chatbots and Augmented Reality on Wardah Beauty's Purchase Intention
SN - 978-989-758-618-7
AU - Siahaan H.
PY - 2022
SP - 91
EP - 97
DO - 10.5220/0011518700003460
PB - SciTePress