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

Abstract

This study explores the factors influencing consumer decisions to repurchase products in Indonesia's cosmetics marketplace, highlighting the roles of advertising value, e-experience, e-trust, and e-satisfaction. Data were gathered from 145 respondents across Indonesia using a questionnaire and analyzed with SPSS andStructural Equation Modeling (SEM) through SmartPLS 3. The results indicate that advertising value affects repurchase intention indirectly through e-experience and e-trust, which serve as key mediators. On the other hand, e-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 trust and creating engaging experiences is shown to be aneffective way to increase repeat purchases in the cosmetics market.