Pengaruh Augmented Reality Marketing terhadap Keputusan Online Impulse Buying Intention dengan Hedonic Value dan Utilitarian Value sebagai Variabel Mediasi dan Big Five Personality Traits sebagai Variabel Moderasi di DKI Jakarta

Hapsari, Claudia Gita (2024) Pengaruh Augmented Reality Marketing terhadap Keputusan Online Impulse Buying Intention dengan Hedonic Value dan Utilitarian Value sebagai Variabel Mediasi dan Big Five Personality Traits sebagai Variabel Moderasi di DKI Jakarta. Doctoral thesis, Universitas Tarumanagara.

	Text Cover_Claudia_118212002.pdf Download (688kB)
	Text Pengesahan_Claudia_118212002.pdf Download (210kB)
	Text Daftar Isi_Claudia_118212002.pdf Download (865kB)
	Text Daftar Tabel_Claudia_118212002.pdf Download (598kB)
	Text Daftar Gambar_Claudia_118212002.pdf Download (483kB)
	Text Daftar Pustaka_Claudia_118212002.pdf Download (817kB)

Abstract

Marketers are required to create a memorable experience to attract the young consumers to buy their products. The use of Augmented Reality (AR) technology which can be easily accessed
from smartphones can be a solution for companies to market their products. The use of AR apps in Indonesia has been carried out in various sectors and can be accessed by consumers easily and for free. However, the level of awareness of companies and consumers regarding the use of AR is relatively low. Consumers often use AR without realizing that they are using AR.
Based on the Stimulus-Organism-Response (SOR) theory, this research aims to determine the relationship between AR features, namely Augmentation Quality, Interactivity, and Personalization, towards Online Impulse Buying, mediated by Hedonic Value and Utilitarian Value. This research also uses Big Five Personality Traits as a moderating variable. This research used the PLS-SEM method and was conducted on 394 respondents who are living in Jakarta, Indonesia. This research found that AR features influence Online Impulse Buying Intention through Hedonic Value and Utilitarian Value. This research also found novel findings that Extraversion, Agreeableness, and Neuroticism moderate the relationships between Utilitarian Value and Online Impulse Buying Intention. Furthermore, this research also found that only Neuroticism moderates the relationships between Hedonic Value and Online Impulse Buying Intention.

eywords: Augmented Reality; Online Impulse Buying Intention; Big Five Personality Traits

Item Type:	Thesis (Doctoral)
Additional Information:	Promotor: Prof. Dr. Haris Maupa, S.E., M.Si
Uncontrolled Keywords:	Keywords: Augmented Reality; Online Impulse Buying Intention; Big Five Personality Traits
Subjects:	Disertasi Tesis > Pascasarjana
Divisions:	Pascasarjana
Depositing User:	Pasca Perpus
Date Deposited:	22 Apr 2026 05:55
Last Modified:	27 Apr 2026 08:58
URI:	https://repository.untar.ac.id/id/eprint/48693

Actions (login required)

View Item