E-Customer Satisfaction And Consumer Attitudes Toward Mobile Augmented Reality Advertisements In The Indonesian Cosmetics Market

Abstract

This study aims to measure e-customer satisfaction through e-customer experience, and consumer attitudes towards mobile augmented reality ads (MARA) in the cosmetics marketplace in Indonesia. The research design uses a descriptive verification approach with a survey method. To obtain data, an online questionnaire was employed for cosmetics marketplace consumers in Indonesia who had made purchases after seeing MARA. It was determined that 214 people were taken randomly using a convenience sampling technique. The Smart-PLS program is used to process and analyses the data using path analysis. The results show that the level of consumer perceptions about e-customer satisfaction, e-customer experience, and consumer attitudes towards MARA is excellent. In addition, the positive effects of the e-customer experience and consumer attitudes toward e-customer satisfaction can be confirmed. This study is expected to contribute theoretically and practically by presenting factors that can encourage consumers to have good experiences and perspectives towards advertisements in the cosmetic marketplaces they visit by utilizing MARA.