The Influence of Virtual Try-On (VTO) on Consumer Purchase Intentions in Indonesia (Dataset Responden Result)

In today’s digital world, Virtual Try-On (VTO) technology has really changed the game for online shopping, especially in fashion. This study looks at how factors like how useful people think it is, how easy it is to use, social influence, available support, and the fun aspect impact whether consumers in Indonesia are willing to try out VTO. The goal is to build a model based on the Unified Theory of Acceptance and Use of Technology 2 (UTAUT2) to see how these factors influence shopping decisions online. We used a survey method, gathering responses from 400 active Indonesian e-commerce users who have experience with VTO features. The data was analyzed using SmartPLS (v.4.0) with a technique called Partial Least Squares Structural Equation Modeling (PLS-SEM). The findings support all five of our initial ideas, with hedonic motivation having the strongest effect on the decision to buy. Therefore, Indonesian fashion e-commerce companies should strive to create fun, interactive VTOs with user-friendly website and branding interfaces, and use social evidence. This report presents novelty as practical information for companies interested in adoption and improvement in their digital marketing strategy and reducing returns. Also, it gives more knowledge of how augmented reality can be used for retail. Future research suggestions and some limitations were also discussed