Artificial Intelligence Virtual Try On Digital Marketing to Increase Purchase Intention for Various Products in the Indonesian Online Market Ignatius Agus Suryono (a), Aryono Yacobus (b), ST Haryono (c), Michelle Yoanna Franscisca Brigitta (d), Michael Agusto Leonardo (e)
Department of Management, Veteran University of National Development Yogyakarta
Jalan Padjajaran 104, Yogyakarta 55283, Indonesia
Abstract
One of the latest advances in artificial intelligence (AI) information technology is Virtual Try On. This is one of the most popular technologies in this era and will continue to grow in the future. Marketing is increasingly using AI, which is currently an important component in the marketing process. Several industries use artificial intelligence to attract consumers. AI Virtual Try On technology is used to encourage consumers to make virtual decisions to drive product purchase intentions. The purpose of this study was to see how respondents^ descriptions in terms of technological readiness and the model of acceptance of this technology by consumers can influence consumer attitudes towards the intention of a better virtual shopping experience, so that it is expected to improve the consumer^s virtual shopping experience. Data were collected through questionnaires and direct distribution via Google Forms. Thus, a strategic business concept will be obtained in the online market environment in the Indonesian market. This study examines the characteristics of respondents who have the intention to use AI Virtual Try On technology. This study involved 208 consumers who had intended and purchased goods in online stores or marketplaces in Indonesia. Non-probability sampling and purposive sampling methods were used to collect samples based on the criteria of consumers who already knew or had used AI Virtual Try On technology when consumers were going to buy goods in online stores or marketplaces. The analysis tool used is descriptive analysis. This research is expected to provide practical benefits for online shop or marketplace MSME actors related to the description of consumers or customers who want to try the application of AI Virtual Try On technology in online shops or marketplaces in the online market environment in Indonesia.
Keywords: Purchase Intention, Perceived Usefulness, Perceived Ease Of Use, Attitude, Virtual Try On
