Omnichannel, ZMOT, and Virtual try-on: Perceived behavioral control in purchase decision

The cosmetics industry is proliferating, triggered by the recognition of the significance of caring for appearance. This study uses the Theory of Planned Behavior (TPB) approach to examine how consumers of cosmetics in Bali view their behavioral control over the virtual try-on function, and how ZMOT (zero moment of truth) from omnichannel influences their purchasing decisions. Participating individuals are Generation Z women in Bali who have purchased cosmetics online and have tried and know the virtual try-on feature. A quantitative method was employed to gather data from approximately 150 participants using a purposive sampling technique. The analytical method employed is the Partial Least Squares - Structural Equation Modeling (PLS-SEM) using the Smart PLS software. The analysis's findings indicated that ZMOT significantly and favorably influences Bali consumers' decisions to buy cosmetics because of perceived behavioral control. This result suggests that the association between ZMOT and purchase decisions is mediated by the perceived behavioral control relationship. The research implies that cosmetics industry stakeholders need to formulate marketing strategies to minimize barriers that affect consumers' perceived behavioral control in choosing products.