The Influence of Virtual Try On, Product Quality, and Country of Origin on Consumer Purchasing Decisions on Maybelline Products
Pengaruh Virtual Try On, Kualitas Produk, dan Country of Origin Terhadap Keputusan Pembelian Konsumen Pada Produk Maybelline
DOI:
https://doi.org/10.21070/ups.9964Keywords:
Virtual Try On, Product Quality, Country of Origin, Purchasing DecisionsAbstract
This study examines the influence of Virtual Try-On (VTO), product quality, and country of origin on purchasing decisions for Maybelline products. Using a quantitative method, questionnaires were distributed to 100 respondents who had purchased Maybelline, with data analysis conducted via SPSS 26. The results indicate that Virtual Try-On has a positive and significant effect on purchasing decisions (t-value = 5.323, p = 0.001). Similarly, the country of origin also shows a positive and significant effect (t-value = 10.879, p = 0.001). In contrast, product quality does not demonstrate a statistically significant effect (t-value = 1.577, p = 0.118). These findings suggest that, in this context, digital innovations like VTO and perceptions of country of origin are stronger drivers of consumer decisions than product quality.
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