Augmented Reality Experiential Marketing in Beauty Product: Does it Differ from Other Service Touchpoints

Augmented Reality (AR) has gained attention for online retailers as it offers customers higher telepresence and provides a unique customer experience. Using the case of Sephora Virtual Artist, this research aims to understand how AR channels affect purchase decisions compared other channels, particularly in beauty products. used through Artist advance its we with traditional websites offline stores. A survey was conducted on 200 female respondents Indonesia. This study partial least squares (PLS) find that product information can positively decisions. Surprisingly, no significant difference two i.e., highlights tend focus more products they want rather than technology channel buying.