@thesis{thesis,
		author={Senny Handayani Suarsa  -},
		title ={MODEL E-REPURCHASE INTENTION BERBASIS MOBILE AUGMENTED REALITY ADVERTISING},
		year={2023},
		url={http://repository.upi.edu/100084/},
		abstract={Tujuan penelitian adalah untuk mengembangkan model niat membeli kembali konsumen pada marketplace kosmetik di Indonesia melalui pendekatan aplikasi Mobile Augmented Reality Advertising (MARA). Faktor yang teridentifikasi dalam penelitian antara lain advertising value, e-customer experience, e-customer trust, dan e-customer satisfaction. Metode pengambilan data berupa kuesioner, sedangkan metode pengolahan data menggunakan analisis data sederhana dengan SPSS dan Structure Equation Model (SEM) dengan aplikasi SmartPLS 3. Sampel diambil sebanyak 214 orang responden yang berasal dari seluruh Indonesia.  Hasil penelitian menunjukkan bahwa advertising value memiliki pengaruh yang positif dan signifikan terhadap e-repurchase intention melalui e-customer experience dan e-customer trust. Kedua variabel ini mampu menjadi variabel mediasi antara advertising value terhadap e-repurchase intention. Namun demikian, advertising value tidak signifikan terhadap e-repurchase intention melalui e-customer satisfaction. Artinya, e-customer satisfaction tidak mampu menjadi variabel mediasi antara advertising value dengan e-repurchase intention. Berdasarkan hasil penelitian tersebut telah ditemukan model baru untuk meningkatkan e-repurchase intention berbasis MARA yaitu melalui e-customer experience dengan peningkatan dimensi interactivity. Artinya, jika advertising value ditingkatkan secara menyeluruh melalui e-customer experience, dan e-customer trust maka akan terdapat implikasi peningkatan pada e-repurchase intention.

The research aims to develop a consumer repurchase intention model in Indonesia's cosmetics marketplace through the Mobile Augmented Reality Advertising (MARA) application approach. The factors identified in this research are advertising value, e-customer experience, e-customer trust, and e-customer satisfaction. The data collection method was a questionnaire, while the data processing method used simple data analysis with SPSS and Structure Equation Model (SEM) with the SmartPLS 3 application. Two hundred fourteen respondents were taken as samples from all over Indonesia. The study results show that advertising value positively and significantly affects e-repurchase intention through e-customer experience and e-customer trust. These two variables can mediate between advertising value and e-repurchase intention. However, advertising value is not significant to e-repurchase intention through e-customer satisfaction. It means that e-customer satisfaction cannot be a mediating variable between advertising value and e-repurchase intention. Based on the results of this study, a new model has been found to increase e-customer repurchase intention based on MARA, namely through e-customer experience with increased interactivity dimensions. That is, if the advertising value is increased through e-customer experience and e-customer trust, there will be implications for increasing e-repurchase intention.}
		}