This study explores the growing role of Augmented Reality (AR) in digital marketing, focusing on its impact on customer purchasing intentions and the mediating role of online customer experience. By blending physical and digital retail environments, AR enhances consumer engagement, trust, and brand perception, shaping purchase behavior through immersive and interactive experiences.
      A mixed-methods approach was used, incorporating qualitative experiments and quantitative surveys to measure AR's ease of use, vividness, personalization, and impact on purchase intention. Statistical analyses assessed the relationship between AR, customer experience, and purchasing behavior.
       Findings indicate that AR boosts purchase confidence, reduces decision-making uncertainty, and strengthens brand loyalty, particularly among younger consumers. However, technological barriers, privacy concerns, and user adaptation challenges may hinder adoption.
       To maximize AR's potential, businesses should develop user-friendly applications with seamless integration, personalization, and interactivity while addressing privacy and security concerns. Future research should explore long-term AR adoption trends and AI-driven personalization to further enhance AR experiences. By leveraging AR effectively, businesses can create engaging digital shopping environments that drive customer satisfaction and purchasing intentions.