Market Acceptance Research Articles

Innovation of Traditional Culinary Lemuru Fish with Yellow Spices Using Canning Technology at Fish Canning Teaching Factory Politeknik Negeri Jember

Canned fish is one of TEFA Fish Canning’s products that has potential in Indonesia, however consumption of canned fish in Indonesia is still relatively low than the other countries. One of the problems that often occurs with canned fish products from TEFA Fish Canning is the lack of product variations are limited only to tomato and chili sauce. One of the canned fish that has the potential to be developed is lemuru fish with yellow spices in cans by combining canning technology and a touch of typical Indonesian processing in yellow spices. The objectives of the research were (a) to see the formulation and nutritional value of yellow spiced lemuru fish products in canned packaging, (b) to assess the product’s sensory quality to determine market acceptance, and (c) to determine the best yellow spiced lemuru fish formulation using the Multiple Attribute method. This research was carried out using a Completely Randomized Design (CRD) with 5 formulations of yellow spiced lemuru fish being tested including lemuru fish with pesmol seasoning, lemuru fish with rujak seasoning, lemuru woku fish, lemuru fish with rujak basil seasoning, and lemuru fish with pesmol basil. The parameters tested include physical, chemical and organoleptic characteristics. Parameters for determining the best treatment include color (L*, a*, & b*), pH, salinity, hedonic test (aroma, color, taste, texture, & overall) and hedonic quality test (aroma, color, taste, texture, & whole). The test results show that canned yellow spiced lemuru fish with formulation 3, namely woku lemuru fish, is the sample with the best parameter attributes, namely with values L* = 50.88, a* = 29.03, b* = 54.23, pH = 6, 32, salinity = 1.09, hedonic color = 4.24, aroma = 3.92, taste = 3.68, texture = 3.84, and overall = 4.20. The final results will show yellow spiced lemuru fish as a new canned fish product at TEFA Fish Canning with a recommended shelf life that has been tested using Arrhenius Method. Based on the Arrhenius test, canned lemuru fish with yellow spices can be stored at 30°C for 224 days. The novelty brought about in this research is the formulation of yellow spiced lemuru fish products in cans which can be used as a new product for TEFA Fish Canning as a solution to the problem of minimal product variety.

Nano cells from fruit bunch residue: Nestling nanotechnology within the circular oil palm milling residue management

Nano-structured materials gain a vast market acceptance mainly due to their overarching endurance. Nanofibrillar cellulose (NFC) is one example of an augmenting agent unviable for production by small and medium enterprises (SMEs) due to the underlying process complexity. This study aims to characterise the NFC-alternative cells denoted as TRX-cellsⓇ, which is a mix of cellulose and non-cellulose components, ruling out its status as ‘cellulose nanofibers, CNF’. The aim to test-fit the TRX-cells® production process into the circularity model was executed by deliberating on the usability of the byproduct. In doing so, fibrous oil palm empty fruit bunch (EFB) was treated with dioxydanyl radicals (DIOR) and homogenised. The rapid EFB-DIOR reaction at 70°C targeting dearomatisation reaction in a 10%-solid open system was performed before refining the DIOR-treated EFB to micro-scale fibres. Subjecting the micro-fibres to 17 kWh/mt PFI-milling yielded 85–95% of nano-scale fibrous mass. Relative to the stiff micro-fibres, the nano-scale cells web exhibit 34–41% softness enhancement judged from the web tear resistance profile associated with inter-fibre space reduction. Advanced chromatographic evidence for 27% xylan amongst TRX-cells®’ total aldo-sugars was one form of the non-cellulose nano-component. High-resolution Transmission Electron Microscopy hyphenated to Energy Dispersive Analysis of X-ray (HRTEM-EDX) elemental mapping showed a 0.4 atomic percentage of nano-biominerals, confirming the presence of the redistributed dearomatised cells adjacent to cellulose held in the web of the hemicellulose. Shearing at the dearomatised inter-cell wall layers by PFI mill peeled 5 nm–100 nm thickness laminae. The smorgasbord of cellulose and non-celluloses resulted in crystallinity comparable to softwood NFC of approximately 60%, with unique preservation and precision-printing enabling properties. Given the non-recyclability of the DIOR-treated EFB microfibres, nestling the rapid waste transformation process into the circularity model shed light on circular bio-nanotechnology to the spectrum of opportunity for zero-waste, reduced emission and net zero carbon practices on top of an added value from waste transformation to a product.

Revealing the synergy between formal aesthetics and product semantics: Exploring the impact of visual form on product perception

This study investigates the relationships between visual form attributes (height, shape, and curvature) and product perception, particularly exploring the dynamic interplay between formal aesthetics and product semantics. The challenge of effectively incorporating formal aesthetic characteristics into the design process is addressed by adopting Gestalt theory as a guiding framework. Drawing on the Gestalt principle of Prägnanz, this research investigates the role of primary visual attributes of form on perceived Complexity, Symmetry, Harmony, and Regularity of kettle images. A central aspect of this investigation is the recognition of a product's form, which possesses the potential to influence the symbolism associated with the product's personality traits attributed by users. To this end, the study aims to acquire deeper insights into the perception of familiarity, prototypicality, beauty, and attractiveness to comprehensively analyze the overall product perception while unravelling the underlying significance of emotional responses through the product's personality. The goal of this study is to deconstruct the form attributes exhibited by eight kettles of various designs. By doing so, we seek to understand how these form attributes synergistically contribute to creating a unified perceptual whole to convey a specific character or identity. The findings offer insights into the influence of form on a product's aesthetic perception and perceived personality and how form contributes to a product's symbolic meaning. By grasping the intricacies of product perception, designers can create products that cater to the diverse needs of different user groups, ultimately leading to increased market acceptance and commercial success.

Blockchain Integration and Its Impact on Renewable Energy

This paper investigates the evolving landscape of blockchain technology in renewable energy. The study, based on a Scopus database search on 21 February 2024, reveals a growing trend in scholarly output, predominantly in engineering, energy, and computer science. The diverse range of source types and global contributions, led by China, reflects the interdisciplinary nature of this field. This comprehensive review delves into 33 research papers, examining the integration of blockchain in renewable energy systems, encompassing decentralized power dispatching, certificate trading, alternative energy selection, and management in applications like intelligent transportation systems and microgrids. The papers employ theoretical concepts such as decentralized power dispatching models and permissioned blockchains, utilizing methodologies involving advanced algorithms, consensus mechanisms, and smart contracts to enhance efficiency, security, and transparency. The findings suggest that blockchain integration can reduce costs, increase renewable source utilization, and optimize energy management. Despite these advantages, challenges including uncertainties, privacy concerns, scalability issues, and energy consumption are identified, alongside legal and regulatory compliance and market acceptance hurdles. Overcoming resistance to change and building trust in blockchain-based systems are crucial for successful adoption, emphasizing the need for collaborative efforts among industry stakeholders, regulators, and technology developers to unlock the full potential of blockchains in renewable energy integration.

Characterization of native Ya´ax ik chili pepper (Capsicum annuum L.) in the Yucatan Peninsula

Objective: To morphologically characterize the Ya´ax ik chili pepper: wild chili (Capsicum annuum), native variety from the Yucatan Peninsula. Design/methodology: Ya´ax ik chili pepper seeds were sown in 200-cavity polystyrene trays, and then the plants were placed in bags for hydroponics and were morphologically characterized using the Capsicum descriptor of the International Institute of Genetic Resources. Results: The plant showed 118 cm and 34.8 cm of height and ramification width and width of the intermediate plant, hanging white flowers and green fruits in the early stage and red at maturity with 7.42 and 2.32 cm length and width. Additionally, tolerance to the virus caused by whiteflies could be observed. Findings and conclusions: Plant with morphological characteristics susceptible to be genetically improved for its extensive farming, given the market acceptance of the fresh and dried fruit, supported by market prices.

Feasibility analysis of replacing lithium-ion battery with sodium ion battery

Since the beginning of the 21st century, the global energy crisis has become a pressing issue, prompting researchers to explore more efficient ways of utilizing energy production and storage technologies in our daily lives. In recent years, there have been major improvements in lithium-ion batteries (LIBs) technology, considerably improving living conditions globally. LIBs are currently commonly employed in electric cars. However, the efficient distribution of renewable energy and smart grids raises concerns, along with the long-term availability of lithium resources. The scarcity and rising costs of lithium metal in recent years have been attributed to substantial price fluctuations. Thus, LIBs have made it difficult to meet the increasing demands of both small and medium to large energy storage applications. Due to the readily available properties of sodium metal, it has similar chemical properties to LIBs. To alleviate these challenges, sodium-ion batteries (SIBs) can be used as the finest candidates for power supply. In recent years, different materials such as metal oxides and phosphates have been introduced as positive electrode materials for SIBs. The use of selected carbonaceous materials, transition metal oxides, intermetallic compounds, and organic compounds as negative electrode materials for SIBs has also contributed to recent developments. SIB is a promising next-generation replacement, but there are still some challenges in the market acceptance of SIBs. In this research, we summarize and compare the market application status of SIB and lithium iron phosphate (LFP), and propose the future development trajectory of SIB and LFP according to their respective characteristics. This will provide a unique insight into practical application problems and market realities.

Identifying Heterogeneous Willingness to Pay for New Energy Vehicles Attributes: A Discrete Choice Experiment in China

New energy vehicles (NEVs) have emerged as a promising solution to reduce carbon emissions and address environmental concerns in the transportation sector. In order to effectively accelerate market acceptance, it is crucial to prioritize the heterogeneity of consumer preferences for NEV attributes. This study employs the multinomial logit model (MNL) and latent class model (LCM) to investigate both observed and unobserved preference heterogeneity based on stated preferences obtained from a discrete choice experiment conducted across seven cities in China. Results from the MNL model indicate that all attributes significantly influence alternative utility. In particular, there are differences in the willingness to pay (WTP) for attributes of battery electric vehicles (BEVs) and plug-in hybrid electric vehicles (PHEVs). Analysis of MNL subgroups reveals observed heterogeneity in WTP for identical attributes among consumers from regions with different latitudes and markets with different NEV penetration rates. Furthermore, the LCM model uncovers unobserved preference heterogeneity by classifying respondents into four distinct classes and identifies specific socioeconomic variables associated with each class. The recognition of heterogeneous WTP for NEV attributes across vehicle types, regions, markets, and consumer classes provides important implications for formulating targeted policies that promote the sustainable development of the NEV industry.

Examining the Effectiveness of Marketing Mix Components on Market Acceptance towards Natural Dye Products in Indonesia

Natural dye batik is a popular product in Indonesia, made using natural dyes derived from plants. This unique and authentic product attracts consumers who care about the environment and local culture, making it more preferred than chemical dyes. Research on the potential of natural dye products in Indonesia is important as it has great potential to develop the natural dye industry. Various marketing strategies have been used to market natural dye batik in Indonesia, but empirical testing is needed to understand how these strategies impact purchasing decisions. Studies have shown that consumer attitudes towards the environment, market competition, return rates, pricing strategies, and cultural influences impact optimal levels of environmental friendliness or greenness for products. This study examines the variable influence of marketing mix on the purchase intention of natural dye batik in Indonesia, aiming to contribute to the development of the natural dye industry and provide healthier and environmentally friendly alternatives for consumers using (PLS-SEM). The study concludes that product attributes, price, promotional approach, and place have significant impacts on consumer intention to buy with p-value 0.00, 0.00, and 0.033 below 0.05, and that executives should adopt green marketing strategies to improve consumer recommendations regarding purchase intention.

COMPARATIVE ANALYSIS OF EMERGING AND TRADITIONAL IT BUSINESS MODELS IN A GLOBAL LANDSCAPE

This research aims to provide a comprehensive comparative analysis of emerging and traditional IT business models within the global landscape, addressing their scalability, sustainability, and the distinct challenges and opportunities each presents. Emerging IT business models, characterized by innovative technologies and disruptive market strategies, contrast significantly with traditional models, which rely on established technologies and stable market approaches. This study explores how these diverse business models adapt to rapid technological advancements and fluctuating market demands, thereby impacting global economic dynamics. By examining various factors such as activity type, organizational structure, ownership, market scope, technological focus, revenue models, and customer base, this paper categorizes IT companies into emerging and traditional sectors. Emerging sectors, driven by digital transformation and new market creation, offer high growth potential but face challenges in market acceptance and regulatory adaptation. In contrast, traditional IT sectors provide stability and incremental innovation but must continually adapt to prevent obsolescence and maintain competitiveness. The paper utilizes a mix of qualitative research methods to analyze the operational, financial, and strategic dimensions of IT companies. Case studies of leading firms in both sectors highlight the practical implications of different business models and their effectiveness in leveraging technological and market opportunities. This research contributes to the understanding of IT business dynamics, offering insights that could influence policy formulation, investment strategies, and corporate decision-making globally. It underscores the importance of strategic adaptability and proactive innovation management in sustaining business growth and competitiveness in the rapidly evolving IT industry.

Innovation from Inclusivity: The Effect of Team Diversity on Clean Meat Acceptance

In an era where corporate social responsibility (CSR) dominates organizational agendas, the dimension of team diversity remains largely overshadowed. Despite its transformative potential, the interplay between team diversity and consumer product acceptance has been under-represented in the literature. This study illuminates the potency of team diversity as a critical CSR dimension, revealing its impact on bolstering product acceptance. In the context of clean meat, two experimental studies demonstrate that consumers are more willing to try a product developed by a company with a more diverse team (e.g. race and gender), as such firms are likely to account for a diversity of perspectives, thus enhancing consumer trust. Additionally, perceived authenticity moderates this effect, in that consumers of more authentic brands will be more trusting, regardless of the level of team diversity. The study provides critical insights into how consumers’ perception of team diversity within the firm influences product adoption, and how both team diversity and perceived authenticity drive trustworthiness. The findings offer practical implications for marketers of clean meat and other novel products to accelerate market acceptance and consequently, address broader societal challenges, whilst emphasizing the importance of fostering diversity and promoting brand authenticity.

Transformasi Digital dalam Keuangan Islam: Peluang dan Tantangan

This research aims to explore the impact of digital transformation in the Islamic finance sector, discussing the opportunities and challenges that arise with the adoption of digital technologies. The study utilizes a qualitative method with literature review approach. Digital transformation includes the implementation of innovations such as financial technology (fintech), blockchain, and artificial intelligence within the context of Sharia-compliant finance. The results of the discussion present a comprehensive overview of how digitization affects Islamic financial products and services, considering the potential for increased operational efficiency, financial inclusivity, and more effective adherence to Islamic financial principles. Meanwhile, challenges such as data security, regulations, and market acceptance are also outlined, emphasizing the efforts required to optimize the benefits of digital transformation in the realm of Islamic finance.

Recent Advancements on Barnyard Millet Starch: A Sustainable Alternative to Conventional Starch

AbstractThe global demand for starch has been steadily increasing, driven by various industries such as food, pharmaceuticals, and textiles. However, conventional starch sources, such as corn and wheat, are associated with significant environmental concerns and resource depletion. Therefore, there is a growing need to explore sustainable alternatives to conventional starches. Barnyard millet starch can be a promising sustainable alternative to conventional starch. The starch extracted from barnyard millet exhibits unique physicochemical properties, including high amylose content, small granule size, and good gel‐forming ability. These properties make it suitable for various industrial applications. In the food industry, it can be used as a thickening agent, stabilizer, and fat replacer in various products, including sauces, soups, bakery items, and dairy alternatives. Moreover, barnyard millet starch shows promise in the textile industry as a sizing agent and for producing biodegradable films. However, challenges related to scaling up production, processing techniques, and market acceptance must be addressed to realize the potential of barnyard millet starch fully. Embracing barnyard millet starch can contribute to a more sustainable and resource‐efficient future, reducing the ecological footprint associated with starch production. This review article focuses on the properties, modifications, functionality, and applications of barnyard starch.

Angkut.in: The Future of Trucking by Digital Product Design Journey

Jepara Regency in Central Java, Indonesia, is renowned as the "World Carving Center" due to its flourishing furniture carving industry. Despite successfully exporting carvings globally, the distribution process encounters challenges with conventional methods, primarily due to a limited truck fleet exacerbated by the post-pandemic situation. This study aims to scrutinize the effectiveness of "Angkut.in" as an innovative solution for overcoming hurdles in heavy goods distribution, particularly furniture. Utilizing Design Thinking, the research incorporates an analysis of the application of the Technology Acceptance Model (TAM) and digital marketing strategies within the "Angkut.in" application design. Employing a Supply Chain Management (SCM) approach, the research assesses the application's impact on local innovation growth, operational efficiency, and the competitiveness of the furniture industry. Market analysis indicates a focus on the online furniture entrepreneur segment. The marketing strategy involves real-time tracking services, live price checking, and user-friendly application interfaces. The business model adopts a Business-to-Business (B2B) approach, emphasizing transportation services for large goods businesses. The business identity design encompasses color selection, typography, and graphic elements that mirror the innovative and reliable nature of goods delivery services. Risk analysis covers technological factors, market competition, loss of goods, data security, capital limitations, regulatory changes, market acceptance, and force majeure. Angkut.In is categorized as a low-risk business according to the risk analysis matrix. The prototype validation by UKM Partners yielded a score of 8.5 out of 10, indicating maturity and compliance with most evaluation criteria. The provided fix notes will guide further development steps before the official launch.

Nutritional supplementation of an apple callus extract to target epidermal aging

The global increase in life expectancy has led to a growing elderly population, which places a significant burden on healthcare systems. As a result, there is a growing interest to improve healthspan and promote healthy aging with accessible means, such as nutrition and lifestyle interventions. The skin, the body's largest organ and first line of defense against environmental stressors, is particularly vulnerable to aging due to both intrinsic and extrinsic factors. Various molecular and biochemical changes can drive skin aging, including the depletion of stem cells, which can lead to impaired skin properties. Nutrition plays a crucial role in skin aging, and dietary supplements could be a viable intervention to support a healthy skin. In this study, a plant callus extract from a specific apple variety (Malus Domestica Borkh), the Uttwiler Spätlauber, was evaluated as a dietary supplement to combat epidermal aging. The extract was found to maintain the function of keratinocyte progenitor cells during aging in vitro. Furthermore, an open-label pilot clinical study involving 31 female volunteers showed that the intake of apple callus extract led to improvements in skin elasticity, density, and firmness after 56 days of supplementation. This study highlights the potential of plant callus extracts as natural dietary supplements to support healthy skin aging. The use of plant callus cultures provides a sustainable and reproducible source of bioactive molecules, which is gaining acceptance in the nutraceutical market. These findings suggest that dietary interventions can play a role in promoting healthy skin aging and contribute to a holistic approach to improving healthspan during the aging process.

It starts at home: non-economic factors influencing consumer acceptance of battery storage in Australia

Homeowners play a critical role in the uptake of low-carbon technologies, yet little is known about the factors that underlie market acceptance of residential battery storage. This research integrates social–psychological, demographic and behavioural factors into a holistic model that predicts market acceptance. Previous research has indicated that social factors play a crucial role in the adoption of rooftop solar. Still, the influence of subjective norms on battery storage, a relatively invisible technology, has yet to be fully understood. An online survey from homeowners in Australia, a mature renewable energy market, is used to provide insights into market acceptance that are relevant to international energy markets. A two-step econometric model, using factor analysis and ordered logistic regression, was used for data analysis. The results show that subjective norms, moral emotions and an environmental self-identity are positively associated with market acceptance. Demographic factors, such as younger age and higher levels of education, predict market acceptance. Motives such as technical interest, autarky and load-shifting behaviours are also relevant. Several recommendations for policymakers and practitioners are offered to improve the acceptance of battery storage, including interventions that exploit social parameters and appeal to consumer psychology.

Assessment of Microbial, Physicochemical and Shelf-life of Sugarcane Jaggery Stored in Various Types of Packaging Materials

The main problems associated with Jaggery storage are liquefaction and deterioration of properties. When compared to fresh Jaggery, the packaging using various packing materials showed that there was a marked increase in moisture (15–22%) in the Jaggery packed in HDPE, but no discernible change in the percentage of moisture in the Jaggery stored in an aluminium pouch and LDPE environment. After six months of storage, Jaggery kept in glass jars and HDPE began to degrade, but Jaggery packed in aluminium pouches maintained levels of sucrose, moisture, reducing sugars, titratable acidity, pore space, and total microbial count comparable to fresh Jaggery at room temperature, and it continued to be significantly improved overall. The hardness of the Jaggery, which led to its lower acceptability, proved to be its main drawback. However, the physico-chemical characteristics and shelf life of the Jaggery under aluminium pouch and LDPE were comparable with fresh Jaggery samples.
 Objectives: The Jaggery industry is one of the largest and oldest in India, and the region in the north is known as the "sugar belt." However, small farmers face significant challenges in storing their Jaggery, which forces them to sell their product at a reduced price during the sugarcane season because it spoils quickly during rainy seasons. The goal of the current study was to evaluate the microbial, physicochemical, and shelf life of sugarcane Jaggery stored in various types of packaging material at room temperature. This was done to determine the impact of different packing materials with preserved properties comparable to fresh Jaggery, as the traditional method of storing Jaggery in villages reduces the product's market value and acceptability by causing microbial spoilage and bad odour.
 Methodology: In April 2022, Jaggery samples were made using sugarcane juice from four certified genotypes (Co 0237, Co 0238, CoS 767, and CoJ 64). The samples were then packaged in glass jars (GJ), aluminium pouches (AP), and low- and high-density polythene (LDPE) bags. After being stored for six months, the samples were examined for physicochemical, microbiological, and general acceptability characteristics. Using potato dextrose agar (PDA) and nutritional agar (NAM) medium, microbial counts for bacteria, mould, and yeasts were assessed.
 Results and Conclusions: The traditional way of storage was compared with future storage ways with improved preservation of properties with an eye on better trade practices. It was found that the Jaggery packed in aluminium pouch showed better preserved properties comparable to fresh for sale in the market.

INTERNATIONAL PROMOTE MANAGEMENT WITH BUSINESS GROUND WORK – AN ANALYTICAL STUDY

In the process of devising global marketing programmers, corporate management requires informational basis, i.e. appropriate marketing studies covering specific issues and opportunities in global operations. Overviews of market conditions and relationships, global product market acceptance tests, regional performance maps, efficiency assessment of individual global marketing mix instruments etc. greatly facilitate devising appropriate global marketing programmers.

A Review on Repurposing of Drug

Background: For discovering novel drugs and to gain market acceptance process of conventional drug discovery is used in which various stages are involved. Aim: To innovate new approaches for minimizing the cost and time of drug discovery. Method: Several attempts were made for the building of plans based on computational tools and on bio-informatics to strengthen the repurposing method off-late. Various approaches used to invent novel signs for FDA accepted drugs are discussed in this review. Results: The repurposing of the drugs has obtained significance in identifying novel therapeutic uses for existing drugs. It is a productive strategy for the discovery of drugs also time and cost-effective.It fills the gap for the absence of efficiency of conventional drug development. Implications: In drug repurposing, selection and decision of suitable repurposing technique depend on previous knowledge and accessible data from particular studies. The best advantage of the drug repurposing technique is that for approved drugs all the required data is available. Conclusion: This technique is currently appearing to overcome the restriction faced during conventional drug discovery in the form of resources, timeline, and financial support . The feasibility of repurposing technique is improved by its systematic application. Some examples of repurposed drugs are also reviewed here. This review also covers the skill of repurposing survival drugs for use against microbes. Keywords: Conventional drug, drug repurposing, repurposing approaches, docking, proteinopathy.

Agrivoltaics in Japan

A comprehensive and supportive legal framework is a key factor for the expansion of agrivoltaics. This study analyzed, therefore, the existing laws, regulations, and policies related to agrivoltaics in Japan and assessed its actual effects on relevant stakeholders. An increasing horizontal policy integration on the federal level was identified. However, the vertical policy integration is still insufficient with often skeptical municipalities and local agricultural councils. The key barriers are related to the land-use conversion process, financing of agrivoltaic projects, socio-political and market acceptance, and grid constraints in rural areas. There are, however, opportunities for addressing these challenges in recently established councils that include a variety of members from industry, academia, and government.

The Impact of Augmented Reality (AR) Technology on Consumers' Purchasing Decision Processes

This paper examines the profound influence of Augmented Reality (AR) technology on the retail sector, providing a captivating and engaging shopping experience. Augmented reality (AR) superimposes virtual information onto the user's real-world view, facilitating close and interactive engagement between consumers and retailers. The integration of augmented reality (AR) in the retail industry, made possible by the use of intelligent devices and advancements in internet technology, improves shopping experiences by offering virtual fitting rooms and real-time product displays. Despite promising prospects, challenges include high technology costs, limited device popularity, and privacy concerns. Thorough literature reviews examine various studies, including Mussa's (2022) investigation into the relationship between augmented reality (AR), customer experience, and purchase intent during the COVID-19 pandemic, and Xue, Parker, and Hart's (2022) exploration of AR in the design of user experiences in the fashion retail industry. The discussion encompasses technological advancements, case studies, and forthcoming trends, such as personalized shopping experiences and the integration of social media. The potential of Augmented Reality (AR) to enhance consumer confidence and increase purchase intent is evident. However, in order to achieve seamless integration, it is necessary to address challenges such as technical limitations and market acceptance.