ANTECEDENTS OF PURCHASE DECISIONS WITH THE USE OF SOCIAL MEDIA POST COVID-19

Technological developments that utilize social media have the potential to change the consumer shopping experience by using augmented reality (AR) applications. AR has a positive and significant effect on the positive responses formed by its users. However, as a relatively new application, it is important to examine its implementation in the MSME sector, related to positive response variables, purchasing decisions and stickiness variables as moderators. The aim of the research is to test and explain the influence of augmented reality (AR) technology on purchasing decisions and positive responses, the influence of positive responses on purchasing decisions, as well as the role of positive responses in mediating the relationship between AR and purchasing decisions, the role of stickiness as a moderator of the relationship between AR and purchasing decisions. The research was conducted in Denpasar Bali. This research used a sample of 300 respondents. The analysis technique used is the path analysis technique. Research findings show that AR has a positive and significant effect on purchasing decisions and positive responses, positive responses have a positive and significant effect on purchasing decisions, positive responses do not play a mediating role and stickiness plays a quasi-moderating role. Furthermore, these findings can be used as a consideration by producers and marketers, to be able to face competition and develop business by utilizing information and communication technology. Meanwhile, it is hoped that the government will provide input in making policies that will encourage Bali's economic growth.