A New Paradigm for Consumer Retention in the Beauty Industry: Insights from Mobile Augmented Reality Advertising

Abstract

This study explores the factors influencing consumer decisions to repurchase products in Indonesia's cosmetics marketplace, highlighting the roles of advertising value, e-customer experience, e-customer trust, and e-customer satisfaction. Data were gathered from 214 respondents across Indonesia using a questionnaire and analyzed with SPSS and Structural Equation Modeling (SEM) through SmartPLS 3. The results indicate that advertising value affects repurchase intention indirectly through e-customer experience and e-customer trust, which serve as key mediators. On the other hand, e-customer satisfaction does not significantly mediate the relationship between advertising value and repurchase intention, suggesting it has a limited role in this context. The research proposes a novel approach to boosting repurchase intention by emphasizing the importance of customer experience, particularly the interactive aspects. Enhancing advertising value by fostering stronger customer trust and creating engaging experiences is shown to be an effective way to increase repeat purchases in the cosmetics market.