Work

The Impact of Augmented Reality and Live Streaming on Maybelline Makeup Purchase Decisions Among Female Students in Malang Raya

Year: 2024

Type: article

Abstract: Makeup purchases are increasingly made online driven by the growing use of digital technology, especially among Generation Z. This research evaluates the impact of augmented reality and live streaming on purchase decisions. Using a quantitative approach, data were collected via surveys from 133 female university students in Malang Raya who use Maybelline products. Analyzed through multiple linear regression findings show that augmented reality enhances purchasing decisions by allowing virtual product trials, which boosts consumer confidence. Live streaming enriches the experience with real-time interactions and product demos. The combined effect of augmented reality and live streaming significantly influences consumer preferences, highlighting the need for Maybelline to optimize these strategies to boost engagement and sales in the Malang Raya region.

Source: East Asian Journal of Multidisciplinary Research

DOI: 10.55927/eajmr.v3i9.11098

Authors: Grace Herliana, Liem Gai Sin

Institution: Universitas Ma Chung

Language: English

Topic: Consumer Behavior and Marketing Influence

Subfield: Marketing

Field: Business, Management and Accounting

Domain: Social Sciences

Open Access status: hybrid

OpenAlex ID: W4403308143

FWCI: 1.415

Cites:

Cited by: 3

Related to: 10