PENGARUH VIRTUAL TRY-ON SHOPEE TERHADAP PURCHASE INTENTION PRODUK FASHION MELALUI ATTITUDE

Abdillah Hammam Al Ghifari, . (2026) PENGARUH VIRTUAL TRY-ON SHOPEE TERHADAP PURCHASE INTENTION PRODUK FASHION MELALUI ATTITUDE. Skripsi thesis, Universitas Pembangunan Nasional Veteran Jakarta.

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Abstract

This study was conducted to examine the influence of Perceived usefulness and Perceived enjoyment on fashion product Purchase Intention through Attitude in the context of Shopee's Virtual Try-On feature. A quantitative research approach was employed using the Structural Equation Modeling–Partial Least Squares (SEM-PLS) method with the assistance of SmartPLS 4 software. Respondents were selected using a purposive sampling technique, resulting in a total of 105 Shopee users residing in the Special Capital Region of Jakarta (DKI Jakarta). The respondents consisted of male and female users aged 18 years and above who had actively used Shopee within the previous three months and had experience using the Virtual Try-On feature for fashion products during the same period. Data were collected through an online questionnaire distributed via Google Forms. The empirical findings revealed that: (1) Perceived usefulness has a effect on Purchase Intention; (2) Perceived enjoyment demonstrates a relationship but does not affect Purchase Intention; (3) Attitude exerts a positive and significant influence on Purchase Intention; (4) Attitude does not mediate the relationship between Perceived usefulness and Purchase Intention; and (5) Attitude serves as a mediating variable in the relationship between Perceived enjoyment and Purchase Intention. The findings indicate that the perceived functional benefits of Shopee's Virtual Try-On feature play an important role in enhancing consumers' intention to purchase fashion products. Furthermore, enjoyable user experiences can contribute to stronger Purchase Intentions through the development of favorable consumer attitudes.

Item Type:	Thesis (Skripsi)
Additional Information:	[No. Panggil: 2210111153] [Pembimbing: Dienni Ruhjatini Sholihah] [Penguji 1: Risty Rahma Dafina] [Ketua Penguji : Alfatih Sikki Manggabarani]
Uncontrolled Keywords:	Attitude, Perceived enjoyment, Perceived usefulness, Purchase Intention, Shopee Virtual Try-On.
Subjects:	H Social Sciences > H Social Sciences (General) H Social Sciences > HC Economic History and Conditions
Divisions:	Fakultas Ekonomi dan Bisnis > Program Studi Manajemen (S1)
Depositing User:	ABDILLAH HAMMAM AL GHIFARI
Date Deposited:	07 Sep 2026 07:24
Last Modified:	07 Sep 2026 07:24
URI:	http://repository.upnvj.ac.id/id/eprint/52251

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