This study aimed to investigate the impact of augmented reality (AR) on customer experience and purchase intention. The study employed an analytical approach using structural equation modeling (SEM) and administered a questionnaire to 200 participants. The results showed a statistically significant effect of AR dimensions on customer experience, with informational benefit having the highest impact (β = 0.41, p < 0.001), followed by interactivity (β = 0.34, p < 0.001), and then dynamism (β = 0.21, p < 0.001). The results also indicated that customer experience significantly influences purchase intention (β = 0.61, p < 0.001), explaining 57% of its variance (R² = 0.57). Furthermore, the study confirmed an indirect effect of AR on purchase intention through customer experience (β = 0.20, p < 0.001).