ESTD PERPUSTAKAAN UNTAD
ESTD PERPUSTAKAAN UNTAD
| JudulPERAN CUSTOMER EXPERIENCE DALAM MEMEDIASI PENGARUH AUGMENTED REALITY MARKETING DAN ONLINE CUSTOMER REVIEW TERHADAP REPURCHASE INTENTION PRODUK WARDAH |
| Nama: DZUROTUL KHOIR NASYIHAH |
| Tahun: 2025 |
| Abstrak ABSTRACT This study examines the role of customer experience in mediating the effect of augmented reality marketing and online customer reviews on the repurchase intention of Wardah products. A quantitative approach with purposive sampling was used, involving 107 respondents. Data analysis was conducted using SEM-PLS through SmartPLS 4.1. The results indicate that augmented reality marketing and online customer reviews significantly influence customer experience and repurchase intention. However, customer experience does not mediate the relationship between the independent variables and repurchase intention. The study implies that direct digital strategies such as AR marketing and online reviews are more effective in fostering customer loyalty. A B S T R A K Penelitian ini menganalisis peran customer experience dalam memediasi pengaruh augmented reality marketing dan online customer review terhadap repurchase intention produk Wardah. Metode penelitian menggunakan pendekatan kuantitatif dengan teknik purposive sampling, melibatkan 107 responden. Pengolahan data dilakukan dengan SEM-PLS menggunakan SmartPLS 4.1. Hasil menunjukkan augmented reality marketing dan online customer review berpengaruh signifikan terhadap customer experience dan repurchase intention. Namun, customer experience tidak memediasi hubungan kedua variabel independen tersebut terhadap repurchase intention. Implikasi penelitian ini menunjukkan bahwa strategi digital seperti AR marketing dan review online lebih efektif secara langsung dalam membangun loyalitas pelanggan dibandingkan melalui mediasi pengalaman pelanggan. |