Published: 2026-02-01

Analisis Pengaruh Teknologi Augmented Reality (AR) dan User-Generated Content (UGC) pada E-commerce Terhadap Kepercayaan dan Kepuasan Konsumen Generasi Z

DOI: 10.35870/jemsi.v12i1.5537

Mukhamad Kholil Aswan, Tri Maryani
  • Mukhamad Kholil Aswan: Sekolah Tinggi Ilmu Ekonomi Pariwisata Indonesia
  • Tri Maryani: Sekolah Tinggi Ilmu Ekonomi Pariwisata Indonesia
Front Cover JEMSI Volume 12 Nomor 1 Februari 2026
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Abstract

This study focuses on the urgency of the influence of Augmented Reality (AR) Technology and User-Generated Content (UGC) on consumer trust and satisfaction in Generation Z in E-commerce. This study looks at the increasing use of digital platforms among the younger generation, the purpose of this study is to see the influence of AR on trust, the influence of UGC on trust, the influence of AR on consumer satisfaction, the influence of UGC on consumer satisfaction and the influence of trust on consumer satisfaction. This study uses a quantitative approach by collecting data through questionnaires distributed to 400 respondents from the Gen Z population who are active online shoppers. The analysis technique is carried out by first testing the research instrument, namely the reliability and validity test, then testing using Structural Equation Modeling (SEM) with Amos 24. The results of this study provide an explanation that the integration of AR technology in the online shopping experience, as well as the existence of content generated by users can increase the value of Gen Z consumer trust. This study provides valuable insights for the E-commerce industry in designing more effective and efficient marketing strategies that are attractive to Generation Z consumers. Utilizing AR and UGC can create a more interactive shopping experience and trust on E-commerce platforms.

Keywords

E-commerce; Trust; Consumer Satisfaction; Augmented Reality Technology; User Generated Content

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How to Cite

Aswan, M. K., & Maryani, T. (2026). Analisis Pengaruh Teknologi Augmented Reality (AR) dan User-Generated Content (UGC) pada E-commerce Terhadap Kepercayaan dan Kepuasan Konsumen Generasi Z. JEMSI (Jurnal Ekonomi, Manajemen, Dan Akuntansi), 12(1), 193-204. https://doi.org/10.35870/jemsi.v12i1.5537
Article Information

This article has been peer-reviewed and published in the JEMSI (Jurnal Ekonomi, Manajemen, dan Akuntansi). The content is available under the terms of the Creative Commons Attribution 4.0 International License.

  • Issue: Vol. 12 No. 1 (2026)

  • Section: Articles

  • Published: 2026-02-01

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Author Biographies
Mukhamad Kholil Aswan, Sekolah Tinggi Ilmu Ekonomi Pariwisata Indonesia
Google Scholar ResearchGate ORCID

Program Studi Manajemen, Sekolah Tinggi Ilmu Ekonomi Pariwisata Indonesia, Indonesia.

Tri Maryani, Sekolah Tinggi Ilmu Ekonomi Pariwisata Indonesia
Google Scholar ResearchGate ORCID

Program Studi Manajemen, Sekolah Tinggi Ilmu Ekonomi Pariwisata Indonesia, Indonesia.

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