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This study aims to determine the impact of implementing Augmented Reality (AR) features on mobile shopping applications on purchasing decisions of Generation Z consumers, especially first-time buyers. The research method uses a quantitative approach, the study involved 385 Generation Z respondents (aged 18-25 years) who were using AR features for shopping for the first time. The results of multiple linear regression analysis show that AR Visual Quality (X1), AR Interactivity (X2) and AR Ease of Use (X3) have a significant positive effect on Purchasing Decisions (p <0.000). The study revealed that 78.5% of AR features influence Generation Z in deciding to purchase on mobile shopping applications. In this case, it can be concluded that the presence of AR features can reduce Gen Z's hesitation in deciding to purchase for first-time buyers. Key factors influencing purchasing decisions include AR visualization quality, ease of use, and feature interactivity.

5G (5th Generation) networks are a major breakthrough in the world of wireless communication technology that offers much faster data transfer rates, very low latency, and greater capacity compared to previous generations. The development of 5G networks brings both challenges and opportunities for enterprises in improving their operations. The main challenges include large infrastructure investments, limited frequency spectrum, data security and privacy, and compatibility and interoperability with existing technologies. On the other hand, the opportunities offered by 5G networks include better connectivity for the Internet of Things (IoT), real-time communication with low latency, real-time analysis of big data, virtual and augmented reality applications, and the development of innovative new services and business models. To capitalise on these opportunities, companies need to invest in 5G technology, develop the right digital strategy, pay attention to data security and privacy aspects, and collaborate with relevant parties. By facing the challenges and properly utilising the opportunities of 5G networks, companies can achieve a competitive advantage and drive sustainable business growth in this increasingly digital era. This research adopts a systematic literature review (SLR) approach to investigate and analyze literature relevant to corporate business transformation.