The rapid growth of e-commerce requires innovative solutions to enhance consumer engagement and overcome online shopping limitations. This research analyzes the impact of Augmented Reality (AR) technology on consumer purchase intentions in e-commerce through a quantitative approach involving 150
AR users. Using PLS-SEM analysis, this study examines the relationships between AR characteristics (interactivity, visual quality, novelty, informativeness) and consumer perceptions (enjoyment, usefulness, hedonic value) and their effects on satisfaction, attitude, and purchase intention. Results indicate that visual quality and informative aspects of AR most significantly influence consumer perceptions, while enjoyment  and  hedonic  value  significantly  affect  consumer  satisfaction  and  positive  attitudes.  These
findings provide guidance for e-commerce practitioners to balance practical functionality with engaging experiences in developing AR applications as an effective marketing strategy

The development of Augmented Reality (AR) technology in the e-commerce sector offers new opportunities to enhance online shopping experiences through immersive and interactive features. This study aims to analyze the influence of AR characteristics—interactivity, vividness, novelty, and informativeness—on consumer perceptions (perceived enjoyment, perceived usefulness, and hedonic value), and how these perceptions affect attitudes, satisfaction, and purchase intention on the Shopee platform. A quantitative approach was employed, with data collected from 100 active Shopee users who have experienced using AR features. Data were analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM). The results indicate that most AR characteristics significantly affect consumer perception. Furthermore, perceived enjoyment, usefulness, and hedonic value were found to influence user attitudes and satisfaction, ultimately increasing purchase intention. This study contributes theoretically to the understanding of AR integration in consumer behavior within e-commerce, and provides practical implications for businesses in designing immersive technology-based marketing strategies.

The socio-cultural approach is a crucial aspect of creating inclusive and relevant guidance and counseling services, particularly at SMAN 7 Tasikmalaya, which has a diverse student background. This study aims to understand how socio-cultural values are integrated into the counseling process to help students address various issues, such as adaptation difficulties, social gaps, and interpersonal conflicts. Using a qualitative research method with a case study approach, data were collected through in-depth interviews, observations of counseling activities, and document analysis. The results indicate that implementing strategies such as classical guidance, home visits, and community-based approaches effectively strengthens the relationship between counselors and students and enhances students' skills in dealing with differences. Additionally, the integration of local culture into counseling programs positively impacts fostering mutual understanding among students. The implications of this study highlight the need for counselor training to better comprehend students' socio-cultural contexts, enabling counseling services to be designed according to their needs and conditions. This research contributes significantly to developing guidance models that respect socio-cultural diversity in educational settings.

The learning outcomes of students are a benchmark for the success of students in the learning process that has been conducted in class. This study aims to analyze students' learning outcomes in the topic of derivatives. The method used in this research is descriptive qualitative research, with the sample selected being students of class XI IPS at SMAN 8 Tambun Selatan. The data collection techniques used include tests, interviews, and document analysis. The results of the study indicate that students' learning outcomes vary between low, moderate, and high abilities, particularly in how they approach problem-solving. Students with low abilities can answer all questions, but there are errors in rewriting and linking derivative concepts. Students with moderate abilities can answer all questions although they may struggle with linking concepts and rewriting them in question number 2. Meanwhile, students with high abilities can solve all questions using derivative concepts and rewrite these concepts in problem-solving.