The effect of augmented reality-based virtual try-on features and brand image on purchase decisions for Maybelline lip products on Shopee in Medan: Brand trust as a mediator

Handoko Tandean () and Onan Marakali Siregar ()
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Handoko Tandean: University of Sumatera Utara
Onan Marakali Siregar: University of Sumatera Utara

Priviet Social Sciences Journal, 2026, vol. 6, issue 8, 375-397

Abstract: This study is motivated by consumers inability to try products in person, inconsistencies in previous research on virtual try-on (VTO) and brand image, and the limited role of brand trust as a mediator. Based on the stimulus-organism-response (SOR) theory, this study aims to analyze the influence of VTO and brand image on the decision to purchase Maybelline lip products on Shopee in Medan, with brand trust as a mediator. This quantitative study employs Structural Equation Modeling based on Partial Least Squares (SEM-PLS). A sample of 69 female consumers in Medan was selected via purposive sampling, with the criteria of having previously purchased Maybelline lip products on Shopee and having used the VTO feature more than once. The results indicate that VTO significantly influences Purchasing Decisions (0.298; 2.002;

Keywords: brand image; brand trust; Purchasing Decisions; SOR (stimulus, organism, response); virtual try-on (search for similar items in EconPapers)
Date: 2026
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DOI: 10.55942/pssj.v6i8.2044

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