Analysis of the Influence of Augmented Reality Use and Brand Image of Beauty Products on the Purchasing Decisions of Gen-Z in West Java

DOI

10.2991/978-94-6463-994-0_14How to use a DOI?

Keywords

Augmented Reality; Barnd Image; Purchase Decision; Shopee beautycam

Abstract

This study explores the impact of Augmented Reality (AR) technology and brand image perceptions of beauty products on the purchasing decisions of Generation Z consumers in West Java. The main focus is to examine the extent to which AR integration in digital marketing strategies and the strength of brand image influence purchasing decisions among young consumers. The research question addressed is: How do AR and brand image affect the purchasing decisions of Gen-Z toward beauty products in West Java? This article presents a novel approach by combining interactive technology and brand perception within the context of digital consumer behavior. A quantitative research method was employed using a survey involving 215 Gen-Z respondents who had interacted with AR features in beauty product applications. Data were analyzed using multiple linear regression. The findings indicate that both AR and brand image have a significant and positive influence on purchasing decisions, with brand image showing a more dominant effect. The discussion reveals that AR enhances virtual shopping experiences, while brand image fosters consumer trust. In conclusion, the synergy between digital technology and brand strength proves effective in engaging the younger market. Practical implications suggest that companies should invest in developing relevant AR features and strengthening brand identity. Academically, this study contributes to the literature on digital marketing and provides insights into Gen-Z consumer behavior in the context of immersive technology.

Copyright

© 2026 The Author(s)

Open Access

Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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TY  - CONF
AU  - Hari Imbrani
AU  - Iwan Setiawan
AU  - Dina Yulia Wijaya
AU  - Desta Mega Fitriani
PY  - 2026
DA  - 2026/02/23
TI  - Analysis of the Influence of Augmented Reality Use and Brand Image of Beauty Products on the Purchasing Decisions of Gen-Z in West Java
BT  - Proceedings of the 24th Malaysia-Indonesia International Conference on Economics, Management, and Accounting (The 24th MIICEMA) in conjunction with The 9th Sriwijaya Economics, Accounting, and Business Conference (The 9th SEABC) (MIICEMA-SEABC 2025)
PB  - Atlantis Press
SP  - 215
EP  - 222
SN  - 2352-5428
UR  - https://doi.org/10.2991/978-94-6463-994-0_14
DO  - 10.2991/978-94-6463-994-0_14
ID  - Imbrani2026
ER  -