Authors: Pratami Wulan Tresna; Farah Putri Azzahra; Rani Sukmadewi — Universitas Padjadjaran, Indonesia.

The beauty industry has been transformed by technological advancements, particularly the integration of augmented reality (AR) in digital marketing. This study examines the impact of AR-based features, specifically the Virtual Artist tool in beauty apps, on consumer responses and purchase decisions.

A quantitative research method with a descriptive-verificative approach was employed, using surveys of Virtual Artist users and interviews with company representatives. Statistical analysis was conducted to evaluate the relationships between variables.

Findings reveal that AR marketing significantly influences consumer purchasing decisions by enhancing engagement and shaping buyer behavior. The Virtual Artist feature, for example, allows users to virtually try on makeup products, offering a personalized and immersive shopping experience.

This research contributes to the theoretical understanding of AR technology in marketing while providing practical insights for businesses seeking to maximize consumer impact. It suggests that companies should refine AR marketing strategies to increase customer interaction and purchasing intent. The study is aligned with SDG 9 (Industry, Innovation, and Infrastructure).