Augmented Reality (AR) is rapidly evolving and being integrated into various business sectors, including the halal cosmetics industry. Additionally, AR helps prevent contamination from non-halal ingredients and reduces the spread of diseases associated with shared testers. Despite these advantages, consumer adoption of AR in online cosmetic selection remains low. Many shoppers still cannot use AR, despite its vividness, interactivity, and customizable features, which can significantly enhance product exploration and foster a positive perception of the technology. This study investigates the key factors influencing consumers’ intentions to use AR when purchasing halal cosmetics, employing the SOR theory as a framework. Through a quantitative approach and SEM- PLS analysis, the findings reveal that AR attributes play a crucial role in creating a more immersive and compelling halal shopping experience. These insights offer valuable guidance for businesses seeking to develop AR-driven marketing strategies”an approach that remains underutilized in the halal cosmetics industry. By leveraging AR technology, companies can bridge the gap between online and offline shopping, enhance consumer confidence, and drive greater engagement in the halal beauty market.
This study found that vividness, interactivity, and customization in AR technology influence consumer enjoyment in searching for halal cosmetic products. Vividness enhances realistic sensory experiences, interactivity allows users to control their product experience, and customization enables personalization based on preferences. Users need high-quality images (vividness) to help them determine the right product for their skin. Moreover, ease of use, demonstrated through effective interaction between the user and the technology, also creates a pleasant user experience and facilitates access to the necessary information. With needs inevitably differing from one consumer to another, customization is essential for catering to these differences. Overall, these elements contribute to a positive AR user experience related to information retrieval. A high level of enjoyment in the search process contributes to a positive consumer attitude towards AR usage, which subsequently increases the intention to reuse AR. These findings suggest that user experience and the quality of AR technology play a more significant role in driving repeated use than simply an awareness of the halal aspect of cosmetics.
Author: Dr. Dien Mardhiyah, S.E., M.Si.
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