The Influence of Augmented Reality (AR), User Experience, and Service Quality on Customer Satisfaction on the Shopee E-Commerce Platform
Pengaruh Augmented Reality (AR), Pengalaman Pengguna, dan Kualitas Layanan terhadap Kepuasan Pelanggan di Platform E-Commerce Shopee
DOI:
https://doi.org/10.21070/ups.9143Keywords:
Augmented Reality, User Experience, Service Quality, Customer Satisfaction, Shopee, E-commerceAbstract
The rapid development of digital technology has significantly transformed consumer shopping behavior, particularly through the rise of e-commerce. Shopee, as one of the largest platforms in Indonesia, strives to deliver a more interactive shopping experience by integrating technological innovations such as Augmented Reality (AR). This study aims to examine the influence of AR, user experience, and service quality on customer satisfaction in Shopee. A quantitative approach was applied using Partial Least Squares Structural Equation Modeling (PLS-SEM). Data were collected through an online questionnaire targeting active Shopee users who had previously used the AR feature. The findings reveal that all three variables—AR, user experience, and service quality—have a positive and significant impact on customer satisfaction. These results highlight that interactive technological innovations, supported by a seamless user experience and reliable services, can strengthen customer trust and satisfaction. This research provides practical insights for developing effective digital marketing strategies while also contributing to the academic understanding of factors that shape customer satisfaction in the context of local e-commerce.
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