PENGARUH PENGALAMAN KOGNITIF DAN PENGALAMAN AFEKTIF TERHADAP NILAI YANG DIRASAKAN DAN NIAT BELI PADA APLIKASI DULUX VISUALIZER
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Augmented Reality
Main Article Content
Abstract
This study aims to determine the effect of Cognitive Experience and Affective
Experience on Perceived Value and Purchase Intention in the Dulux Visualizer
application. Sometimes the use of AR technology does not match consumer
expectations, such as imitation products on AR technology that do not match what
consumers imagine in the real world. This phenomenon can reduce the purchase
intention of consumers in buying a product. The sample in this study were
respondents who had used the Dulux Visualizer application as many as 190 users Data collection method is done by distributing questionnaires. This study uses a
data analysis tool using the Analysis of Moment Structure (AMOS) analysis
method. The results showed that 1) Cognitive experience had a positive and
insignificant effect on perceived value, 2) Affective experience had a positive and
significant effect on perceived value, 3) Cognitive experience had a positive and
significant effect on purchase intention, 4) Affective experience had a positive and
significant effect on perceived value. significant effect on purchase intention, 5)
perceived value has a positive and significant effect on purchase intention, 6)
cognitive experience has positive and insignificant effect on purchase intention
through perceived value, and 7) affective experience has positive and insignificant
effect on purchase intention through value that is felt.
Article Details
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