Comparison Influencing on Consumers Repurchase Decisions for Cosmetics between Traditional Marketing and AR Make-up Try on
DOI:
https://doi.org/10.55164/ecbajournal.v17i4.276638Keywords:
Traditional Marketing, AR Make-up Try on, Cosmetics, Experiential Marketing, Word of Mouth Marketing, Perceived Value, Repurchase DecisionAbstract
This research aims to 1) study the factors affecting the repurchase decision of cosmetics in traditional marketing, 2) study the factors affecting the repurchase decision of cosmetics in AR Make-up Try on, and 3) compare the influencing on repurchase decisions of consumers between traditional marketing and AR Make-up Try on. The researcher employed a quantitative research methodology through empirical research, using a questionnaire as a tool to collect data from 400 consumers who have previously purchased cosmetics from both traditional marketing and AR Make-up Try on by convenience sampling. The statistical methods used for data analysis included means, standard deviations, and multiple regression analysis at the .05 level of statistical significance. The research findings indicated that 1) factors affecting the decision to repurchase cosmetics of traditional marketing include perceived emotional value, perceived financial value, and perceived convenience value. All three factors affect the decision to repurchase cosmetics of traditional marketing by 65.90 percent. 2) Factors affecting the decision to repurchase cosmetics of AR Make-up Try on include experiential marketing, word-of-mouth marketing, perceived financial value, and perceived emotional value. All four factors affect the decision to repurchase cosmetics of AR Make-up Try on by 70.50 percent. 3) Comparing the influencing on consumers’ decision to repurchase cosmetics between traditional marketing and AR Make-up Try on, it was found that the prediction equation for repurchase cosmetics of AR Make-up Try on has a higher Adj. R2 value than the prediction equation for repurchase cosmetics of traditional marketing by 4.60 percent. This is a result of experiential marketing, word-of-mouth marketing, perceived emotional value, and perceived financial value. The results of the research will be a guideline for entrepreneurs in the cosmetics business to select appropriate marketing strategies, whether they are traditional marketing or AR Make-up Try on, to make it easier for consumers to make decisions to repurchase cosmetics.
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