Virtual Try-On and Impulsive Buying in Online shopping: The role of Wardah Consumer Experiene
DOI:
https://doi.org/10.59890/ijmbi.v4i3.22Keywords:
Virtual try-on, Promo bundling, Impulsive buying, Customer experienceAbstract
In the beauty industry, virtual try-on makes it easier to visualize product and reduces uncertainty, thus influencing purchasing decision. In addition, bundling strategies with more attractive prices have the potential to trigger impulse purchases. This study used quantitative methods with a causal approach. Data were collected from 230 respondents, consisting of 220 women and 10 man, who use local cosmetic products in Jakarta. The analysis was conducted using SEM. The result of the study show that virtual try-on and promo bundling have a significant effect on customer experience. Virtual try-on has a significant effect on impulsive buying, and customer experience has a significant effect on impulsive buying. However, promo bundlilng has no significant effect on impulsive buying. This finding also reveals that virtual try-on and promo bundling have a significant effect on impulsive buying through customer experience. The study focused only on Wardah cushion product consumers in Jakarta. This limits the generalizability of the research results because consumer preferences outside Jakarta and in other cosmetic product categories may differ significantly. This study implies that virtual try on and bundling promotions are effective in enhancing customer experience, but not enough to drive impulse purchases. Therefore, marketing strategies need to be supported by a stronger emotionl and contextual approach.
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