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Metaverse and Augmented Reality Reshape Consumer Purchase Decisions in Malang City
Metaverse and Augmented Reality (AR) are no longer futuristic concepts for Indonesian consumers. A 2026 study by Amindiah Safitri from the Faculty of Islamic Economics and Business, Universitas Al-Qolam Malang, shows that these immersive technologies significantly increase consumer trust, comfort, and confidence when making purchasing decisions in Malang City, East Java. Published in the International Journal of Contemporary Sciences, the findings highlight why AR and metaverse platforms are becoming strategic tools for businesses facing intensifying digital competition.
The research matters because Malang represents a rapidly growing digital market. The city combines a large student population, active micro, small, and medium enterprises (MSMEs), and high digital adoption. As online shopping becomes more competitive, understanding how immersive technologies influence consumer behavior is increasingly important for businesses, educators, and policymakers.
Why immersive technology is gaining relevance
Over the past decade, digital technology has transformed how consumers interact with products and brands. Online shopping has moved beyond static images and written descriptions. Today, consumers expect richer, more interactive experiences that reduce uncertainty before purchasing.
Augmented Reality allows shoppers to virtually try products, such as clothing, cosmetics, or furniture, in real-world settings. The metaverse goes further by creating shared virtual spaces where consumers can explore digital stores, interact through avatars, and experience products socially. According to Amindiah Safitri, these technologies address one of the biggest challenges in online shopping: lack of trust caused by limited product visualization.
In Indonesia, the growth of e-commerce and internet usage has accelerated demand for such experiences. In Malang, where MSMEs dominate the local economy and students form a large consumer base, immersive technology offers a practical way to attract customers beyond physical stores.
How the research was conducted
The study used a qualitative descriptive approach to capture real consumer experiences rather than numerical trends alone. Data were collected through in-depth interviews and direct observation involving 12 consumers in Malang City who had used shopping platforms with AR or metaverse features.
Participants were selected based on clear criteria: they were at least 18 years old, actively used digital shopping platforms, and had firsthand experience with AR or metaverse-based shopping. This approach allowed the researcher to explore how consumers perceive trust, comfort, satisfaction, and confidence during the purchasing process.
Instead of complex statistical models, the analysis focused on identifying recurring patterns in consumer responses, making the findings easier to interpret for businesses and the public.
Key findings: why consumers feel more confident
The results show a strong and consistent pattern. Consumers respond positively to immersive shopping experiences, especially when AR features are involved.
Several key findings stand out:
- More realistic product visualization, Around 70 percent of respondents said AR helped them see products more clearly before buying, reducing doubts about quality, size, or suitability.
- Higher trust levels, Approximately 66 percent of participants reported increased trust in products after using AR or metaverse features, as visual clarity replaced guesswork.
- Greater comfort and enjoyment, Consumers described shopping with AR and metaverse tools as more enjoyable and convenient, eliminating the need to visit physical stores.
- Stronger purchase intention, Most respondents agreed that immersive experiences encouraged them to proceed with purchases faster and with greater confidence.
The study also found differences in adoption levels. AR is far more widely used than the metaverse, mainly because AR features are easily accessible through smartphones. Metaverse usage remains limited due to device requirements and infrastructure constraints, although interest is growing.
Implications for MSMEs and digital business
For MSMEs in Malang City, the findings offer practical guidance. AR and metaverse technology can function as cost-effective marketing tools when designed appropriately. Virtual try-ons, 3D product displays, and digital showrooms help small businesses compete with larger brands by offering transparency and engagement.
“AR reduces uncertainty by showing products realistically, while the metaverse creates emotional engagement through immersive interaction,” Safitri explains, emphasizing that both technologies strengthen consumer confidence when integrated into digital marketing strategies
For businesses operating under sharia principles, immersive technology also supports transparency and honesty. Consumers can better understand what they are buying, aligning digital commerce with ethical and halal values.
Impact on education and public policy
The research has implications beyond commerce. At Universitas Al-Qolam Malang, the findings contribute directly to teaching in marketing management, e-commerce, and consumer behavior courses. Students gain insight into how emerging technologies shape real-world purchasing decisions.
For local governments and policymakers, the study highlights the importance of improving digital infrastructure and digital literacy. Without adequate access and skills, metaverse adoption may remain limited. Targeted support for MSMEs could help accelerate inclusive digital transformation at the regional level.
Author profile
Amindiah Safitri, S.E., M.E. is a lecturer in Sharia Business Management at the Faculty of Islamic Economics and Business, Universitas Al-Qolam Malang, Indonesia. Her academic expertise includes digital marketing, consumer behavior, e-commerce, and sharia-based business innovation. Her research focuses on how emerging technologies influence trust, satisfaction, and ethical practices in modern commerce.
Source
Official URL: https://journalijcs.my.id/index.php/ijcs
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