{"id":"https://openalex.org/W7154409393","doi":"https://doi.org/10.35313/jmi.v6i1.441","title":"Beyond the Screen: How Augmented Reality Shapes Advertising Value, Trust, and E-Customer Satisfaction in the Indonesian Cosmetics Market","display_name":"Beyond the Screen: How Augmented Reality Shapes Advertising Value, Trust, and E-Customer Satisfaction in the Indonesian Cosmetics Market","publication_year":2026,"publication_date":"2026-03-31","ids":{"openalex":"https://openalex.org/W7154409393","doi":"https://doi.org/10.35313/jmi.v6i1.441"},"language":"en","primary_location":{"id":"doi:10.35313/jmi.v6i1.441","doi":"https://doi.org/10.35313/jmi.v6i1.441","is_oa":true,"landing_page_url":"https://doi.org/10.35313/jmi.v6i1.441","pdf_url":"https://jmi.polban.ac.id/jmi/article/download/441/75","source":{"id":"https://openalex.org/S4210198229","display_name":"Journal of Marketing Innovation (JMI)","issn_l":"2807-8365","issn":["2807-8365"],"is_oa":true,"is_in_doaj":false,"is_core":false,"listed_in":[],"host_organization":"https://openalex.org/P4404664776","host_organization_name":"Politeknik Negeri Bandung","host_organization_lineage":["https://openalex.org/P4404664776"],"host_organization_lineage_names":["Politeknik Negeri Bandung"],"type":"journal"},"license":"cc-by-sa","license_id":"https://openalex.org/licenses/cc-by-sa","version":"publishedVersion","is_accepted":true,"is_published":true,"raw_source_name":"Journal of Marketing Innovation (JMI)","raw_type":"journal-article"},"volume":null,"type":"article","is_traditional":true,"indexed_in":["crossref"],"open_access":{"is_oa":true,"oa_status":"diamond","oa_url":"https://jmi.polban.ac.id/jmi/article/download/441/75","any_repository_has_fulltext":false},"authorships":[{"author_position":"first","author":{"id":"https://openalex.org/A5087768054","display_name":"Senny Handayani Suarsa","orcid":"https://orcid.org/0000-0001-7068-1743","observed_orcids":["https://orcid.org/0000-0001-7068-1743"]},"institutions":[{"id":"https://openalex.org/I4405274225","display_name":"Universitas Logistik dan Bisnis Internasional","ror":"https://ror.org/01aabhj03","country_code":"ID","type":"education","lineage":["https://openalex.org/I4405274225"]}],"countries":["ID"],"is_corresponding":false,"raw_author_name":"Senny Handayani Suarsa","raw_affiliation_strings":["Universitas Logistik dan Bisnis Internasional, Indonesia"],"raw_orcid":null,"affiliations":[{"raw_affiliation_string":"Universitas Logistik dan Bisnis Internasional, Indonesia","institution_ids":["https://openalex.org/I4405274225"]}]},{"author_position":"middle","author":{"id":"https://openalex.org/A5106366686","display_name":"Triantya Wahyu Wirati","orcid":null,"observed_orcids":[]},"institutions":[{"id":"https://openalex.org/I4405274225","display_name":"Universitas Logistik dan Bisnis Internasional","ror":"https://ror.org/01aabhj03","country_code":"ID","type":"education","lineage":["https://openalex.org/I4405274225"]}],"countries":["ID"],"is_corresponding":false,"raw_author_name":"Triantya Wahyu Wirati","raw_affiliation_strings":["Universitas Logistik dan Bisnis Internasional, Indonesia"],"raw_orcid":null,"affiliations":[{"raw_affiliation_string":"Universitas Logistik dan Bisnis Internasional, Indonesia","institution_ids":["https://openalex.org/I4405274225"]}]},{"author_position":"last","author":{"id":"https://openalex.org/A5116119841","display_name":"Febri Dolis Herdiani","orcid":"https://orcid.org/0000-0003-2203-1943","observed_orcids":["https://orcid.org/0000-0003-2203-1943"]},"institutions":[{"id":"https://openalex.org/I226432","display_name":"Universiti Malaysia Kelantan","ror":"https://ror.org/0463y2v87","country_code":"MY","type":"education","lineage":["https://openalex.org/I226432"]}],"countries":["MY"],"is_corresponding":false,"raw_author_name":"Febri Dolis Herdiani","raw_affiliation_strings":["Universiti Malaysia Kelantan, Malaysia"],"raw_orcid":null,"affiliations":[{"raw_affiliation_string":"Universiti Malaysia Kelantan, Malaysia","institution_ids":["https://openalex.org/I226432"]}]}],"institutions":[],"countries_distinct_count":2,"institutions_distinct_count":2,"corresponding_author_ids":[],"corresponding_institution_ids":[],"apc_list":null,"apc_paid":null,"fwci":4.083,"has_fulltext":true,"cited_by_count":1,"citation_normalized_percentile":{"value":0.88878219,"is_in_top_1_percent":false,"is_in_top_10_percent":false},"cited_by_percentile_year":{"min":91,"max":95},"biblio":{"volume":"6","issue":"1","first_page":null,"last_page":null},"is_retracted":false,"is_paratext":false,"is_xpac":false,"primary_topic":{"id":"https://openalex.org/T10609","display_name":"Digital Marketing and Social Media","score":0.3353999853134155,"subfield":{"id":"https://openalex.org/subfields/1406","display_name":"Marketing"},"field":{"id":"https://openalex.org/fields/14","display_name":"Business, Management and Accounting"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}},"topics":[{"id":"https://openalex.org/T10609","display_name":"Digital Marketing and Social Media","score":0.3353999853134155,"subfield":{"id":"https://openalex.org/subfields/1406","display_name":"Marketing"},"field":{"id":"https://openalex.org/fields/14","display_name":"Business, Management and Accounting"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}},{"id":"https://openalex.org/T14244","display_name":"Consumer Behavior and Marketing Influence","score":0.3158999979496002,"subfield":{"id":"https://openalex.org/subfields/1406","display_name":"Marketing"},"field":{"id":"https://openalex.org/fields/14","display_name":"Business, Management and Accounting"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}},{"id":"https://openalex.org/T10068","display_name":"Technology Adoption and User Behaviour","score":0.13490000367164612,"subfield":{"id":"https://openalex.org/subfields/1802","display_name":"Information Systems and Management"},"field":{"id":"https://openalex.org/fields/18","display_name":"Decision Sciences"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}}],"keywords":[{"id":"https://openalex.org/keywords/augmented-reality-advertising","display_name":"augmented reality advertising","score":0.9449999928474426},{"id":"https://openalex.org/keywords/advertising-value","display_name":"advertising value","score":0.9919999837875366},{"id":"https://openalex.org/keywords/e-satisfaction","display_name":"e-satisfaction","score":0.972000002861023},{"id":"https://openalex.org/keywords/virtual-try-on","display_name":"virtual try-on","score":0.9380000233650208},{"id":"https://openalex.org/keywords/cosmetic-brands","display_name":"cosmetics brands","score":0.5899999737739563},{"id":"https://openalex.org/keywords/shopee","display_name":"Shopee","score":0.7509999871253967},{"id":"https://openalex.org/keywords/lazada","display_name":"Lazada","score":0.9950000047683716},{"id":"https://openalex.org/keywords/sephora","display_name":"Sephora","score":0.9950000047683716},{"id":"https://openalex.org/keywords/product-uncertainty","display_name":"product uncertainty","score":0.5830000042915344},{"id":"https://openalex.org/keywords/consumer-brand-relationships","display_name":"consumer-brand relationships","score":0.7570000290870667}],"concepts":[{"id":"https://openalex.org/C112698675","wikidata":"https://www.wikidata.org/wiki/Q37038","display_name":"Advertising","level":1,"score":0.6887999773025513},{"id":"https://openalex.org/C2780620123","wikidata":"https://www.wikidata.org/wiki/Q7242","display_name":"Beauty","level":2,"score":0.6488000154495239},{"id":"https://openalex.org/C2779717098","wikidata":"https://www.wikidata.org/wiki/Q131207","display_name":"Cosmetics","level":2,"score":0.5960000157356262},{"id":"https://openalex.org/C15744967","wikidata":"https://www.wikidata.org/wiki/Q9418","display_name":"Psychology","level":0,"score":0.5203999876976013},{"id":"https://openalex.org/C153715457","wikidata":"https://www.wikidata.org/wiki/Q254183","display_name":"Augmented reality","level":2,"score":0.476500004529953},{"id":"https://openalex.org/C90673727","wikidata":"https://www.wikidata.org/wiki/Q901718","display_name":"Product (mathematics)","level":2,"score":0.46970000863075256},{"id":"https://openalex.org/C2776035688","wikidata":"https://www.wikidata.org/wiki/Q1606558","display_name":"Affect (linguistics)","level":2,"score":0.42809998989105225},{"id":"https://openalex.org/C77805123","wikidata":"https://www.wikidata.org/wiki/Q161272","display_name":"Social psychology","level":1,"score":0.4124000072479248},{"id":"https://openalex.org/C37228920","wikidata":"https://www.wikidata.org/wiki/Q1307600","display_name":"Experiential learning","level":2,"score":0.4025000035762787},{"id":"https://openalex.org/C2776291640","wikidata":"https://www.wikidata.org/wiki/Q2912517","display_name":"Value (mathematics)","level":2,"score":0.4016999900341034},{"id":"https://openalex.org/C50817715","wikidata":"https://www.wikidata.org/wiki/Q79895177","display_name":"Regret","level":2,"score":0.40149998664855957},{"id":"https://openalex.org/C162853370","wikidata":"https://www.wikidata.org/wiki/Q39809","display_name":"Marketing","level":1,"score":0.3928999900817871},{"id":"https://openalex.org/C2779207338","wikidata":"https://www.wikidata.org/wiki/Q9240","display_name":"Indonesian","level":2,"score":0.3912000060081482},{"id":"https://openalex.org/C144133560","wikidata":"https://www.wikidata.org/wiki/Q4830453","display_name":"Business","level":0,"score":0.3422999978065491},{"id":"https://openalex.org/C191160116","wikidata":"https://www.wikidata.org/wiki/Q3423709","display_name":"Regulatory focus theory","level":3,"score":0.32670000195503235},{"id":"https://openalex.org/C26760741","wikidata":"https://www.wikidata.org/wiki/Q160402","display_name":"Perception","level":2,"score":0.3028999865055084},{"id":"https://openalex.org/C147101817","wikidata":"https://www.wikidata.org/wiki/Q13443840","display_name":"Product category","level":3,"score":0.29269999265670776},{"id":"https://openalex.org/C2779918689","wikidata":"https://www.wikidata.org/wiki/Q3771842","display_name":"Stimulus (psychology)","level":2,"score":0.29179999232292175},{"id":"https://openalex.org/C33435437","wikidata":"https://www.wikidata.org/wiki/Q366791","display_name":"Curiosity","level":2,"score":0.2782999873161316},{"id":"https://openalex.org/C2779343474","wikidata":"https://www.wikidata.org/wiki/Q3109175","display_name":"Context (archaeology)","level":2,"score":0.2711000144481659},{"id":"https://openalex.org/C23213687","wikidata":"https://www.wikidata.org/wiki/Q301468","display_name":"Consumer behaviour","level":2,"score":0.26570001244544983},{"id":"https://openalex.org/C192209626","wikidata":"https://www.wikidata.org/wiki/Q190909","display_name":"Focus (optics)","level":2,"score":0.26019999384880066}],"mesh":[],"locations_count":1,"locations":[{"id":"doi:10.35313/jmi.v6i1.441","doi":"https://doi.org/10.35313/jmi.v6i1.441","is_oa":true,"landing_page_url":"https://doi.org/10.35313/jmi.v6i1.441","pdf_url":"https://jmi.polban.ac.id/jmi/article/download/441/75","source":{"id":"https://openalex.org/S4210198229","display_name":"Journal of Marketing Innovation (JMI)","issn_l":"2807-8365","issn":["2807-8365"],"is_oa":true,"is_in_doaj":false,"is_core":false,"listed_in":[],"host_organization":"https://openalex.org/P4404664776","host_organization_name":"Politeknik Negeri Bandung","host_organization_lineage":["https://openalex.org/P4404664776"],"host_organization_lineage_names":["Politeknik Negeri Bandung"],"type":"journal"},"license":"cc-by-sa","license_id":"https://openalex.org/licenses/cc-by-sa","version":"publishedVersion","is_accepted":true,"is_published":true,"raw_source_name":"Journal of Marketing Innovation (JMI)","raw_type":"journal-article"}],"best_oa_location":{"id":"doi:10.35313/jmi.v6i1.441","doi":"https://doi.org/10.35313/jmi.v6i1.441","is_oa":true,"landing_page_url":"https://doi.org/10.35313/jmi.v6i1.441","pdf_url":"https://jmi.polban.ac.id/jmi/article/download/441/75","source":{"id":"https://openalex.org/S4210198229","display_name":"Journal of Marketing Innovation (JMI)","issn_l":"2807-8365","issn":["2807-8365"],"is_oa":true,"is_in_doaj":false,"is_core":false,"listed_in":[],"host_organization":"https://openalex.org/P4404664776","host_organization_name":"Politeknik Negeri Bandung","host_organization_lineage":["https://openalex.org/P4404664776"],"host_organization_lineage_names":["Politeknik Negeri Bandung"],"type":"journal"},"license":"cc-by-sa","license_id":"https://openalex.org/licenses/cc-by-sa","version":"publishedVersion","is_accepted":true,"is_published":true,"raw_source_name":"Journal of Marketing Innovation (JMI)","raw_type":"journal-article"},"sustainable_development_goals":[],"study_designs":[{"id":"https://openalex.org/study-designs/observational-study","display_name":"Observational Study"}],"awards":[],"funders":[],"has_content":{"pdf":true,"grobid_xml":true},"content_urls":{"pdf":"https://content.openalex.org/works/W7154409393.pdf","grobid_xml":"https://content.openalex.org/works/W7154409393.grobid-xml"},"referenced_works_count":74,"referenced_works":["https://openalex.org/W2607054088","https://openalex.org/W2767683236","https://openalex.org/W2790177847","https://openalex.org/W2904901636","https://openalex.org/W2923578873","https://openalex.org/W2962864729","https://openalex.org/W2985400387","https://openalex.org/W2994964112","https://openalex.org/W3021554237","https://openalex.org/W3022900863","https://openalex.org/W3036638150","https://openalex.org/W3037914488","https://openalex.org/W3044669882","https://openalex.org/W3080457594","https://openalex.org/W3086624230","https://openalex.org/W3093396348","https://openalex.org/W3095428101","https://openalex.org/W3097687140","https://openalex.org/W3125417810","https://openalex.org/W3126810499","https://openalex.org/W3134151033","https://openalex.org/W3141220279","https://openalex.org/W3149526362","https://openalex.org/W3162454795","https://openalex.org/W3165034165","https://openalex.org/W3171828692","https://openalex.org/W3173769838","https://openalex.org/W3176438278","https://openalex.org/W3201545050","https://openalex.org/W3206488965","https://openalex.org/W4200486903","https://openalex.org/W4206928463","https://openalex.org/W4226062502","https://openalex.org/W4282970123","https://openalex.org/W4285593318","https://openalex.org/W4289941590","https://openalex.org/W4311005420","https://openalex.org/W4311785326","https://openalex.org/W4313441768","https://openalex.org/W4318168172","https://openalex.org/W4319158453","https://openalex.org/W4360777966","https://openalex.org/W4376866717","https://openalex.org/W4377085054","https://openalex.org/W4381622288","https://openalex.org/W4385875374","https://openalex.org/W4386119779","https://openalex.org/W4386299394","https://openalex.org/W4387978134","https://openalex.org/W4389224135","https://openalex.org/W4389511700","https://openalex.org/W4389912669","https://openalex.org/W4394844493","https://openalex.org/W4400236498","https://openalex.org/W4401878784","https://openalex.org/W4401925159","https://openalex.org/W4401954404","https://openalex.org/W4403576731","https://openalex.org/W4404954912","https://openalex.org/W4405659251","https://openalex.org/W4405809077","https://openalex.org/W4405900842","https://openalex.org/W4407419789","https://openalex.org/W4408302660","https://openalex.org/W4408387288","https://openalex.org/W4409314336","https://openalex.org/W4409819527","https://openalex.org/W4411277767","https://openalex.org/W4412362601","https://openalex.org/W4413671890","https://openalex.org/W4413898729","https://openalex.org/W4416135585","https://openalex.org/W7104512647","https://openalex.org/W7128388222"],"related_works":["https://openalex.org/W4401925159","https://openalex.org/W7212387553","https://openalex.org/W4386119779","https://openalex.org/W4398224472","https://openalex.org/W4404395213","https://openalex.org/W4417306441","https://openalex.org/W7161500666","https://openalex.org/W7143767012","https://openalex.org/W7160149270","https://openalex.org/W4410043819"],"abstract_inverted_index":{"This":[0,21,129],"study":[1,22,130],"examines":[2],"how":[3,87],"AR-based":[4,46,134],"advertising":[5],"value":[6],"(AV)":[7],"affects":[8,103],"e-customer":[9],"trust":[10,121,145],"(eCT)":[11],"and":[12,36,39,62,71,89,93,101,105,132,146,148,167,175],"satisfaction":[13],"(eCS)":[14],"in":[15,29,45],"Indonesia's":[16],"fast-growing":[17],"beauty":[18,161],"e-commerce":[19],"ecosystem.":[20],"uses":[23],"AV":[24,88,99,135],"as":[25,49,136,154],"the":[26,30,42,117,124,137,150],"major":[27],"stimulus":[28],"S-O-R/TAM":[31],"framework":[32],"to":[33,85,171],"explain":[34],"eCT":[35,90,92,104,108,153],"eCS":[37],"generation":[38],"explicitly":[40],"explores":[41],"eCT\u2013eCS":[43],"link":[44],"cosmetic":[47],"shopping,":[48],"this":[50],"approach":[51],"diverges":[52],"from":[53],"prior":[54],"research,":[55],"which":[56],"predominantly":[57],"emphasized":[58],"AR":[59,169],"experiential":[60],"dimensions":[61],"interactivity.":[63],"A":[64],"quantitative":[65],"survey":[66],"of":[67,127,139,152],"214":[68],"Shopee,":[69],"Lazada,":[70],"Sephora":[72],"cosmetics":[73],"shoppers":[74],"who":[75],"had":[76],"used":[77],"virtual":[78],"try-on":[79],"features":[80],"was":[81],"examined":[82],"using":[83],"PLS-SEM":[84],"determine":[86],"affect":[91],"eCS.":[94],"The":[95],"results":[96],"show":[97],"that":[98,120,142],"strongly":[100],"significantly":[102],"eCS,":[106,115],"while":[107],"has":[109],"no":[110],"significant":[111],"direct":[112],"effect":[113],"on":[114],"undermining":[116],"classical":[118],"idea":[119],"is":[122],"always":[123],"key":[125],"predictor":[126],"satisfaction.":[128],"proposes":[131],"tests":[133],"\u201cheart\u201d":[138],"digital":[140],"experiences":[141],"directly":[143],"shape":[144],"satisfaction,":[147],"clarifies":[149],"role":[151],"long-term":[155],"relational":[156],"capital.":[157],"These":[158],"findings":[159],"help":[160],"brands":[162],"design":[163],"informative,":[164],"entertaining,":[165],"personalized,":[166],"credible":[168],"content":[170],"reduce":[172],"product":[173],"uncertainty":[174],"improve":[176],"brand-consumer":[177],"relationships.":[178]},"counts_by_year":[{"year":2026,"cited_by_count":1}],"updated_date":"2026-11-10T11:39:43.021295","created_date":"2026-04-15T00:00:00"}