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This study aims to measure consumer perceptions of the Augmented Reality (AR) feature on the online shopping platform when shopping for cosmetic products. The use of the internet today has an effect on the rapid growth of online businesses. However, there are still many consumers who feel worried when shopping online because they feel the products obtained do not match consumer expectations. In line with these concerns, technology is emerging that combines the virtual world with the real world through Augmented Reality features. This feature is expected to provide new experiences to consumers through 3D visualization through mobile phone cameras where consumers can try products and choose items as desired. The study was aimed at 415 respondents who had used Shopee Beauty Cam by dividing respondents into two groups of generations, generation Z (25-40) years old and generation Z (17-24) years old because these two generations grew up in the internet era and had a lot of contact through social media. Furthermore, this study also compares the differences in perceptions between the two generations. Data processing was performed using SEM-PLS to measure measurement models and structural models. The results show that consumers' perceptions of AR features in virtual shopping can provide convenience, benefits, and enjoyment when adopting AR and are able to create engagement with consumers. The AR feature is a new thing that can be developed in the business industry to provide new experiences and add different values. Keywords: Digital Business, Augmented Reality, Virtual Shopping, Platform Engagement, Brand Usage Intention.

http://digilib.polban.ac.id/gdl.php?mod=browse&op=read&id=jbptppolban-gdl-karinareng-12584