Mobile Augmented Reality Service Performance for Interactive Product Visualization and Purchase Confidence
DOI:
https://doi.org/10.34306/ijcitsm.v6i2.287Keywords:
Augmented Reality, Interactive, User Experience, Mobile Commerce, Product VisualizationAbstract
The rapid advancement of mobile technology has significantly transformed digital commerce by creating more interactive, immersive, and user centered shopping experiences. Nevertheless, conventional mobile commerce applications still face challenges in delivering realistic product visualization, causing uncertainty among consumers during purchasing decisions. Augmented Reality (AR) technology has emerged as an innovative solution that enables users to interact with virtual products within real-world environments through mobile devices. This study aims to develop and evaluate a Mobile Augmented Reality Application for Interactive Product Visualization in order to enhance user experience, product understanding, and consumer confidence in mobile commerce platforms. The research employed a quantitative experimental approach through the design and implementation of an AR-based mobile application using Unity and ARCore technologies. Data collection was conducted through usability testing and questionnaire distribution involving users familiar with mobile shopping applications. The evaluation process focused on usability, interactivity, visualization quality, and user satisfaction. The results indicate that the implementation of AR technology product visualization accuracy, user engagement, and purchase confidence compared to conventional mobile interfaces. Furthermore, users perceived the application as more effective in supporting product exploration and reducing uncertainty before purchasing. This study also contributes to the achievement of the Sustainable Development Goals (SDGs), particularly SDG 9 (Industry, Innovation, and Infrastructure) by encouraging innovation in digital commerce technologies, and SDG 12 (Responsible Consumption and Production) by promoting informed purchasing decisions and may potentially contribute to reducing product returns. In conclusion, mobile AR applications demonstrate substantial potential to improve digital shopping experiences while supporting sustainable technological innovation within the mobile commerce ecosystem.
References
A. Firasati, F. Azzahra, S. R. P. Junaedi, A. Evans, M. Madani, and F. P. Oganda, “The role information technology in increasing the effectiveness accounting information systems and employee performance,” International Journal of Cyber and IT Service Management (IJCITSM), vol. 4, no. 2, pp. 114–121, 2024.
K. A. A. Manurung, H. Siregar, I. Fahmi, and D. B. Hakim, “Value chain and esg performance as determinants of sustainable lending in commercial bank: A systematic literature review,” Aptisi Transactions on Technopreneurship (ATT), vol. 6, no. 1, pp. 41–55, 2024.
J. D. Gates, Y. Yulianti, and G. A. Pangilinan, “Big data analytics for predictive insights in healthcare,” International Transactions on Artificial Intelligence, vol. 3, no. 1, pp. 54–63, 2024.
J. van der Merwe, S. M. Wahid, G. P. Cesna, D. A. Prabowo et al., “Improving natural resource management through ai: Quantitative analysis using smartpls,” International Transactions on Artificial Intelligence, vol. 2, no. 2, pp. 135–142, 2024.
L. A. Faza, P. M. Agustini, S. Maesaroh, A. C. Purnomo, and E. A. Nabila, “Motives for purchase of skincare product users (phenomenology study on women in dki jakarta),” ADI Journal on Recent Innovation, vol. 3, no. 2, pp. 139–152, 2022.
R. Sanjaya, M. M. Marianti, B. M. Sulungbudi, and A. C. Kiboy, “Exploring servant leadership and intrapreneurship with organizational antecedents in indonesian schools,” Aptisi Transactions on Technopreneurship (ATT), vol. 6, no. 3, pp. 481–491, 2024.
A. Ruangkanjanases, A. Khan, O. Sivarak, U. Rahardja, S.-W. Chien, and S.-C. Chen, “The magic of brand experience: A value co-creation perspective of brand equity on short-form video platforms,” Emerg. Sci. J, vol. 7, no. 5, pp. 1588–1601, 2023.
L. S. Riza, E. Piantari, E. Junaeti, I. S. Permana et al., “Implementation of the gamification concept in the development of a learning management system to improve students’ cognitive in basic programming subjects towards a smart learning environment,” ADI Journal on Recent Innovation, vol. 5, no. 1, pp. 43–53, 2023.
C. Sriliasta, D. S. S. Wuisan, and T. Mariyanti, “Functions of artificial intelligence, income investment instrument, and crypto money in era of the fourth revolution,” International Transactions on Artificial Intelligence, vol. 1, no. 1, pp. 117–128, 2022.
N. Giang, L. Son, T. Tan, and N. Linh, “A bibliometric analysis of augmented reality in e-commerce research,” Operations and Supply Chain Management: An International Journal, vol. 19, no. 1, pp. 3046, 2025.
B. P. Miranda, V. F. Queiroz, T. D. Ara´ujo, C. G. Santos, and B. S. Meiguins, “A low-cost multi-user augmented reality application for data visualization,” Multimedia Tools and Applications, vol. 81, no. 11, pp. 14 773–14 801, 2022.
U. Rahardja, Q. Aini, A. S. Bist, S. Maulana, and S. Millah, “Examining the interplay of technology readiness and behavioural intentions in health detection safe entry station,” JDM (Jurnal Dinamika Manajemen), vol. 15, no. 1, pp. 125–143, 2024.
Z. I. Ajwa, A. Patel, and A. Moseley, “Harnessing ai technologies: Innovations in literacy libraries for diverse learners,” International Journal of Cyber and IT Service Management (IJCITSM), vol. 4, no. 1, pp. 19–25, 2024.
K. Stecuła and R. Wolniak, Enhancing Modern Living with Virtual and Augmented Reality: Practical Applications. CRC Press, 2026.
P. Hendradi, “Implementation of the knowledge management (km) model in increasing student body in private universities,” ADI Journal on Recent Innovation, vol. 6, no. 1, pp. 32–43, 2024.
R. B. Dewi, V. A. Pamungkas, B. A. Sekti, V. Arya, N. Sultana, and T. Phattanaviroj, “Virtual reality and augmented reality for business transformation,” in Immersive Technologies and Human-Centric Innovation in the Industry 5.0 Era. IGI Global Scientific Publishing, 2026, pp. 83–126.
I. Khong, “The circular economy’s performance and the impact of digitalization,” International Transactions on Education Technology (ITEE), vol. 2, no. 1, pp. 18–23, 2023.
A. S. Ayu, N. Haryono, S. Hastjarjo, A. P. A. Arzil et al., “The role of outdoor media and” solo berseri” magazine in enhancing the effectiveness of surakarta municipal program promotion,” Aptisi Transactions on Technopreneurship (ATT), vol. 5, no. 1Sp, pp. 49–67, 2023.
H. Nurhaeni, S. Kosasi, M. B. Thalia, E. A. Natalia, and J. Edwards, “Sentiment aware chatbots as companions for reducing loneliness through positive computing,” Journal of Orange Technology, vol. 1, no. 1, pp. 39–50, 2024.
J. T. Radford, G. M. Lackmann, J. Goodwin, J. Correia Jr, and K. Harnos, “An iterative approach toward development of ensemble visualization techniques for high-impact winter weather hazards: Part i: Product development,” Bulletin of the American Meteorological Society, vol. 104, no. 9, pp. E1630–E1648, 2023.
Q. Aini, D. Manongga, U. Rahardja, I. Sembiring, and Y.-M. Li, “Understanding behavioral intention to use of air quality monitoring solutions with emphasis on technology readiness,” International Journal of Human–Computer Interaction, vol. 41, no. 8, pp. 5079–5099, 2025.
H. Yu-Che and H. Ping-Hsien, “A study on the application of visualization technology in virtual product design,” in 2023 9th International Conference on Computer and Communications (ICCC). IEEE, 2023, pp. 2483–2487.
J. Zhang and B. Shen, “Selling products in the e-marketplace: Do fairness concerns matter for the deployment of product visualization tools?” IEEE Transactions on Engineering Management, 2025.
D. P. Wijaya, M. Kawtsar, M. Guiny, G. Ganesh, N. Laila, and W. A. Amiroh, “Research trend on augmented reality (ar) in education using bibliometric analysis with vosviewer,” Journal of Learning Technology and Innovation, vol. 1, no. 2, pp. 61–77, 2026.
N. Okochi and Y. Yamamoto, “Visualization application for the discovery of products with characteristic sales trends,” in 2023 21st International Conference on ICT and Knowledge Engineering (ICT&KE), vol. 21. IEEE, 2023, pp. 1–8.
D. L. Abdisa, H. A. B. Pratiwi, M. F. Mubiinaa, M. Okhe, and R. F. Murdiana, “Bibliometric analysis: Trends and development of interactive multimedia research based on augmented reality in education,” Meurunoe: Jurnal Pendidikan dan Pengajaran, vol. 1, no. 2, pp. 94–103, 2026.
M.-H. Lin, R. Sivaraman, Z. Nan, U. Rahardja, I. Muda, F. S. Fahim, B. S. Bashar, L. Li, and I. Husein, “Capacity optimization design of hybrid energy power generation system.” Mathematical Modelling of Engineering Problems, vol. 10, no. 4, 2023.
F. E. Mart´ınez-Casta˜neda, N. Callejas-Ju´arez, O. Cuevas-Reyes, N. A. Rogers-Montoya, G. G´omez-Tenorio, M. E. Trujillo-Ortega, C. G. Pe˜nuelas-Rivas, and E. Hernandez, “Economic and financial viability of a pig farm in central semi-tropical mexico: 2022–2026 prospective,” Plos one, vol. 19, no. 5, p. e0298897, 2024.
N. Florea, C. Ionescu, M. Duic˘a, S. C˘apus, neanu, L. Paschia, S. Stanescu, and M. Coman, “Trends and perspectives of romanian e-commerce sector based on mathematical simulation. electronics 2022, 11, 2295,” 2022.
N. Chinthamu, A. Balaram, S. B. K, S. S, J. JS, and S. T, “Augmented reality in retail transforming shopping experiences through interactive product visualization,” in ITM Web of Conferences, vol. 76. EDP Sciences, 2025, p. 05010.
J. Li, Z. Tao, and N. Aisihaer, “Effect of visualization of production process on consumers’ purchase intentions in farmer-assisted livestreaming,” Asia Pacific Journal of Marketing and Logistics, vol. 36, no. 10, pp. 2577–2592, 2024.
A. Palacios-Ib´a˜nez, F. Felip-Miralles, J. Gal´an, C. Garc´ıa-Garc´ıa, and M. Contero, “Consumer subjective impressions in virtual reality environments: the role of the visualization technique in product evaluation,” Electronics, vol. 12, no. 14, p. 3051, 2023.
M. E. Muma and J. Mbale, “Integrating augmented reality into zambia’s education system: A case study of an ar-based geometry app and its impact on learning outcomes,” in Proceedings of International Conference for ICT (ICICT)-Zambia, vol. 7, no. 1, 2025, pp. 183–189.
E. P. Rum, F. A. Baso, and A. Musoyeva, “Hybrid learning model in post-pandemic education: Lecturers attitude in indonesian and uzbekistan higher education,” Aptisi Transactions on Technopreneurship (ATT), vol. 7, no. 1, pp. 169–179, 2025.
B. Aruanno, M. Bordegoni, M. Carulli, G. Colombo, M. Rossoni, T. H. Kwok, T. Lim, H. I. MedellinCastillo, K. Ramani, D. Regazzoni et al., “Extended reality in industry and healthcare: Current trends and future perspectives,” Journal of Computing and Information Science in Engineering, vol. 25, no. 12, p. 120806, 2025.
L. Meria, S. Hidayat, N. D. Santiago, S. Saukani, and S. H. Khotimah, “Blending work values, engagement, and satisfaction to drive ocb in technopreneurial startups,” Aptisi Transactions on Technopreneurship (ATT), vol. 6, no. 3, pp. 324–338, 2024.
B. L. Nafiisa, N. Eltivia, and N. I. Riwajanti, “Profit forecasting analysis and visualization of cement companies listed in the indonesia stock exchange,” Jurnal Akuntansi Universitas Jember, vol. 21, no. 1, p. 40, 2023.
T. Dewayanto, “Triadic digital integration for industrial resilience in industry 5.0: A systematic literature review,” Journal of Business and Information Systems (e-ISSN: 2685-2543), vol. 8, no. 1, pp. 194–209, 2026.
W. H. Organization, U. U. N. E. Programme, and W. O. for Animal Health, One health joint plan of action (2022–2026): working together for the health of humans, animals, plants and the environment. World Health Organization, 2022.
D. S. Wahyuni and T. S. E. Fatdha, “Augmented reality in english language learning: Now and then,” Studies in Language, Education, and Culture (SeLEC), vol. 2, no. 1, pp. 67–80, 2026.
A. Himki, T. Ramadhan, Y. Durachman, and E. S. Pramono, “Digital business entrepreneurship decisions: An e-business analysis (a study literature review),” Startupreneur Business Digital (SABDA Journal), vol. 1, no. 1, pp. 107–113, 2022.
L. Setiyani, I. Natalia, and G. T. Liswadi, “Analysis of behavioral intentions of e-commerce shopee users in indonesia using utaut2,” ADI Journal on Recent Innovation, vol. 4, no. 2, pp. 160–171, 2023.
A. A. A. Zawawi, T. Mariyanti, S. Syofyan, and F. A. Z. Nawawi, “Determinants of waqf interest among the minangkabau community: A philantrepreneur perspective,” Aptisi Transactions on Technopreneurship (ATT), vol. 6, no. 3, pp. 522–536, 2024.
Downloads
Published
Issue
Section
License
Copyright (c) 2026 Qurotul Aini, Takumi Sase, Cut Amalia Saffiera, Rani Nuraeni, Muhammad Farhan Kamil
This work is licensed under a Creative Commons Attribution 4.0 International License.
Article usage
- 135Abstract views
- 70Downloads
| Month | Abstract views | Downloads |
|---|---|---|
| Sep 2026 | 58 | 43 |
| Oct 2026 | 73 | 27 |
Since publication · OJS usage statistics, updated daily