From Digital Literacy to Augmented Reality
Uncovering Its Influence on Online Beauty Product Shopping
Keywords:
Digital Literacy, E-Commerce, Augmented Reality, Purchase Decisions, Beauty ProductsAbstract
Introduction/Main Objectives: This study aims to analyze the influence of digital literacy, e-commerce, and augmented reality (AR) on the decision to purchase beauty products through e-commerce in Malang City.
Background Problems: Despite the rapid growth of e-commerce and the integration of AR technology in the beauty industry, consumer purchasing decisions are still influenced by challenges such as limited digital literacy, inability to physically try products, and uncertainty about AR’s effectiveness. In Indonesia, particularly in Malang City, these dynamics remain underexplored, creating a need to analyze how digital literacy, e-commerce, and AR collectively shape consumer behavior in beauty product purchases.
Research Methods: Using the multiple linear regression method, this study involved the Generation Z population as the main respondents, who were selected through purposive sampling techniques based on the criteria of online shopping experience and the use of digital technology.
Finding/Results: The results of the analysis show that digital literacy has a positive and significant effect on purchasing decisions, where consumers' ability to access and evaluate digital information increases confidence and shopping efficiency. In contrast, e-commerce shows a negative but significant influence, caused by obstacles such as slow internet access, fake products, and poor service experience. Meanwhile, AR provides the most powerful and positive influence, with features such as Virtual Try-On that increase consumer interactivity and confidence.
Conclusion: The conclusion of this study emphasizes the importance of increasing digital literacy and optimizing AR to encourage purchases, as well as improving the quality of e-commerce to overcome structural barriers.
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