The Role of the Metaverse and Augmented Reality in Enhancing Consumer Purchase Decisions in Malang City

The development of digital technology has brought significant changes in consumer behavior, particularly through the emergence of the Metaverse and Augmented Reality (AR) as interactive media in the purchase decision-making process. This study aims to analyze the role of the Metaverse and AR in enhancing consumer purchasing decisions in Malang City. The research method used is qualitative with a descriptive approach, through in-depth interviews and observations of consumers who have used Metaverse- and AR-based platforms during transactions. The results of the study indicate that the Metaverse provides an immersive shopping experience that can increase consumer trust, comfort, and emotional engagement. Meanwhile, AR contributes by providing a realistic depiction of products, thus minimizing uncertainty in purchases. Both of these technologies have been proven to strengthen purchase intentions, increase satisfaction, and encourage consumer loyalty. These findings indicate that the use of the Metaverse and AR becomes an effective strategy for business actors in Malang City to face digital competition and respond to changes in modern consumer behavior