The rapid growth of e-commerce and social commerce has transformed how consumers shop for beauty products. Platforms such as TikTok Shop have evolved beyond entertainment into powerful digital marketplaces where consumers discover and purchase products without visiting physical stores.
Despite this convenience, online cosmetic shopping presents unique challenges. Customers cannot physically test makeup shades before purchasing, making it difficult to determine whether a foundation or cushion matches their skin tone. This uncertainty often reduces consumer confidence and satisfaction.
To address this problem, many beauty brands have introduced Augmented Reality (AR)-based virtual try-on technology, allowing shoppers to test products digitally using their smartphone cameras. Wardah, one of Indonesia's leading halal cosmetic brands, has incorporated this technology into its cushion products while simultaneously offering promotional bundle packages through TikTok Shop.
The researchers investigated whether virtual try-on technology and bundling promotions influence impulse buying and whether customer experience plays a mediating role in that relationship.
The study involved 230 Wardah consumers in Jakarta who had purchased products through TikTok Shop. Of the respondents, 220 were women and 10 were men, with most participants aged 17 to 25 years. Every respondent had previously used the virtual try-on feature before making a purchase.
Using Structural Equation Modeling (SEM) with SmartPLS, the researchers analyzed the relationships among virtual try-on, bundling promotions, customer experience, and impulsive buying behavior.
The findings revealed several important insights.
Key findings include:
- Virtual try-on significantly increases impulsive buying behavior.
- Virtual try-on significantly improves customer experience.
- Customer experience has a strong positive effect on impulsive buying.
- Bundling promotions improve customer experience but do not directly influence impulsive buying.
- Both virtual try-on and bundling promotions indirectly increase impulsive buying through improved customer experience.
These results suggest that consumers are not driven solely by discounts or package deals. Instead, they are more likely to make spontaneous purchases when they enjoy a positive, interactive, and engaging shopping experience.
According to Nur Wanda and Peggy Ratna Marliningrum, virtual try-on technology helps consumers visualize cosmetic products more accurately before making a purchase. This realistic preview reduces uncertainty, increases confidence in product selection, and ultimately encourages buying decisions.
In contrast, promotional bundles alone do not automatically trigger impulse purchases. Consumers still evaluate whether bundled products meet their actual needs, indicating that price incentives are not sufficient without a satisfying shopping experience.
The study also highlights customer experience as the central factor in successful digital marketing strategies. When consumers perceive the purchasing process as enjoyable, convenient, and informative, they become more likely to make unplanned purchases.
These findings carry important implications for cosmetic companies and online retailers. Investing in technologies that improve customer interaction and engagement may produce greater marketing benefits than relying exclusively on discount-based promotions.
For Wardah, continuously improving its virtual try-on feature could strengthen customer confidence and enhance digital shopping experiences. Meanwhile, bundling promotions should be complemented by personalized content, product education, responsive customer service, and emotionally engaging interactions to maximize their effectiveness.
The researchers also recommend that businesses prioritize customer experience by delivering high-quality service, educational product content, and timely communication across digital platforms. Such strategies not only encourage impulse buying but also help build long-term customer satisfaction and loyalty.
Consumers, however, are encouraged to use virtual try-on features and promotional offers wisely. Although these technologies can make shopping easier and more enjoyable, purchasing decisions should still be based on actual needs rather than emotional impulses.
The study acknowledges several limitations. It focused exclusively on Wardah cushion consumers in Jakarta, meaning the findings may not fully represent consumers in other regions or users of different cosmetic categories. Future studies are recommended to include additional variables such as religiosity, self-control, perceived value, and consumer trust while expanding the research to other e-commerce platforms and product categories.
According to the researchers, the future success of digital marketing will depend less on offering larger discounts and more on creating immersive, trustworthy, and enjoyable customer experiences that build lasting relationships with consumers.
Author Profile
Nur Wanda is a researcher at Muhammadiyah University of Technology Jakarta whose research interests include digital marketing, consumer behavior, e-commerce, and technology-driven marketing strategies.
Peggy Ratna Marliningrum is a lecturer and researcher at Muhammadiyah University of Technology Jakarta, specializing in marketing management, consumer behavior, digital business transformation, and strategic marketing.
Research Source
Article Title: Virtual Try-On and Impulsive Buying in Online Shopping: The Role of Wardah Consumer Experience
Authors: Nur Wanda and Peggy Ratna Marliningrum
Journal: International Journal of Management and Business Intelligence (IJBMI)
Volume: 4, Issue 3
Year: 2026
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