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Purpose: The COVID-19 pandemic has led to an increase in the use of e-commerce as a shopping platform in Indonesia. This study aims to identify the factors that influences consumers’ intention to shop through e-commerce platforms. Design/Methodology/Approach: The study uses a survey method to collect data from online shoppers in the 11-24 age range. The research model includes shopping orientation as a mediating variable. The data analysis reveals that perceived enjoyment, social norms, social presence, and perceiver utility positively and significantly affect e-commerce shopping intention. The study also identifies the mediating role of shopping orientation. Finding: The results shows that shopping orientation fully mediates the relationship between perceived utility and e-commerce shopping intention. Conclusion: The study highlights the importance of perceived enjoyment, social norms, social presence, perceived utility, and shopping orientation in driving e-commerce shopping intention. To increase perceived utility, e-commerce managers should provide information that emphasizes the convenience of shopping through their platforms. Finally, what can be implied from this study's results is how managers can increase the shopping orientation of potential consumers. Research Limitation: The study’s sample is limited to consumers aged 11 to 24 years, where at that age, many people in Indonesia do not have good purchasing power. Future research should consider a more diverse sample. Additionally, the study only examines the full mediation of shopping orientation on the relationship between perceived utility and e-commerce shopping intention. Therefore, further research is recommended to examine whether shopping orientation is fully mediated in the relationship between perceived utility and e-commerce shopping intention.

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Immersive media, as a part of digital technology draw interest both in industries and society as well, and Augmented Reality as a part of it gettinga wider attention with Pokemon Go phenomenon. The implication of its phenomenon touch marketing business, as industries try to utilize AR technology in their marketing strategy. With the help of smartphone technology, AR can be accessed by common people everywhere, and for a café ownerit means change in prioritize, from place’s physical aesthetic to visitor experience in visual uniqueness bydigital media. AR is used in the café by offering a new alternative to visitor’s experience, who take a selfie by combining interior reality and virtual reality into a single camera shot. The easeto change the design and concept become an advantage of AR usability to utilize by the café’s owner to applicate their ideas and create a new concept to appeal visitor and increase visitation number. This study aims toexamine perceived hedonic values and customer’s perceived uniqueness towards café’s visit intention, a stimulated self-administered questionnaireis used in selected café as a study-case object and interviews is used to deepen the data gathered. This research resulting asignificance of AR technology in improving visitor’s experience and supporting business marketing by support new selfies experience to visitor. This study provides an overview of immersive media utilization in marketing strategy and customer experience in hospitality business.