Ayu Jesica Swaharani and Annisa Rahmani Qastharin 2025. Analyzing the Influence of UTAUT2 Constructs and E-Commerce Usage Frequency on Gen Z’s Purchase Intention Toward AR Virtual Try-On Shade Filters. International Journal of Economics and Management Research. 4, 3 (Aug. 2025), 354–364. DOI:https://doi.org/10.55606/ijemr.v4i3.545.