West Science Social and Humanities Studies
Vol. 2 No. 05 (2024): West Science Social and Humanities Studies

The Influence of Influencer Collaboration, Augmented Reality Marketing, and Personalized Recommendations on Consumer Purchasing Decisions in the Beauty Industry in Indonesia

Frans Sudirjo (Jurusan Manajemen, Fakultas Ekonomika dan Bisnis, Universitas 17 Agustus 1945 Semarang)
Chevy Herli Sumerli A. (Universitas Pasundan)
Wendy Souisa (Politelnik Negeri Ambon)
Arnes Yuli Vandika (Universitas Bandar Lampung)

Article Info

Publish Date
30 May 2024

Abstract

This study investigates the influence of influencer collaboration, augmented reality marketing, and personalized recommendations on consumer purchasing decisions in the beauty industry in Indonesia. A quantitative analysis was conducted based on survey data collected from 170 Indonesian consumers. The findings reveal significant positive relationships between influencer collaboration, augmented reality marketing, personalized recommendations, and consumer purchasing decisions. Influencer collaboration, augmented reality marketing, and personalized recommendations emerged as critical drivers of consumer behavior, highlighting the importance of digital marketing strategies in shaping purchase intentions and driving sales in the competitive beauty market. These findings offer valuable insights for marketers and businesses seeking to optimize their marketing strategies and enhance consumer engagement in the Indonesian beauty industry.

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Journal Info
West Science Social and Humanities Studies
Website

Abbrev

wsshs

Publisher

Westscience Press

Subject

Humanities Economics, Econometrics & Finance Law, Crime, Criminology & Criminal Justice Public Health Social Sciences

Description

West Science Social and Humanities Studies is an academic journal that focuses on interdisciplinary research in the fields of social science, science, and humanities studies. The journal aims to present high-quality articles that make significant contributions to our understanding of society, ...