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This study examines the effect of augmented reality-based marketing on consumer purchase intention, with hedonic motivation acting as mediation. In the context of L'Oreal Paris cosmetic products sold on the Shopee platform. This study uses a sample of 110 respondents with 11 indicators to fill out a questionnaire to raise the relevance of augmented reality technology in enhancing a more immersive online shopping experience, namely the merging of the real and digital worlds and the personal world, which can significantly affect consumer purchase intentions. Through the use of the Virtual Try-On AR feature in Shopee, consumers can see the application of cosmetic products virtually on their faces, which not only enhances product information but also provides a fun and satisfying shopping experience. Data was collected from Shopee users in Denpasar, Bali, who have used this augmented reality feature and analyzed using a quantitative approach. The results showed that hedonic motivation plays an important role in mediating the relationship between augmented reality marketing and purchase intention, signifying that emotional satisfaction from the augmented reality experience increases the likelihood of purchase. This research provides valuable insights for digital marketing and e-commerce practitioners to optimize augmented reality strategies in increasing consumer purchase intention. By understanding the effects of augmented reality marketing through hedonic motivation, brands can more effectively design user experiences that are not only informative but also entertaining and emotionally satisfying, thereby increasing consumer purchase intentions. [ABSTRACT FROM AUTHOR]

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This study examines and explains the role of environmental values (EV) and institutional infrastructure support (IIS) in shaping green entrepreneurial intentions by using the Theory of planned behavior development model. The novelty of this study is to use Environmental Value (EV) as a moderating variable on the relationship between Entrepreneurship Education (EE) and Attitude toward Behavior (ATB), Subjective Norm (SN), and Perceived Behavioral Control (PBC). This study is also examine the role of Institutional Infrastructure Support (IIS) and Green Opportunity Identification (GOI) in increasing Green Entrepreneurial Intention (GEI). This research was conducted on 396 samples representing the population of university students in Bali. The sampling technique used is probability sampling, namely cluster random sampling on university students in Bali. The data collection method used a survey method with interviews and questionnaires. The data analysis technique used descriptive statistics and inferential statistics (SEM-PLS). The test results showed that Environmental Value (EV) significantly moderated the influence of EE toward ATB, SN, and PBC. Institutional Infrastructure Support (IIS) significantly moderates the influence of ATB, SN, and PBC toward GEI. Green Opportunity Identification (GOI) significantly mediates the effect of PBC on GEI. The research of green entrepreneurial behavior is urgent to meet the needs of the community and to protect the environment for sustainability. [ABSTRACT FROM AUTHOR]