ANALISIS PERAN AUGMENTED REALITY (AR) DALAM PEMASARAN DAN DAMPAKNYA PADA PERILAKU KONSUMEN
DOI:
https://doi.org/10.1234/aira.v1i1.33Keywords:
Augmented Reality, Persepsi Merk, Perilaku Konsumen, Keterlibatan KonsumenAbstract
Penelitian ini mengkaji penggunaan Augmented Reality (AR) dalam bisnis dan dampaknya terhadap perilaku konsumen. Seiring dengan semakin berkembangnya teknologi AR, banyak perusahaan yang memanfaatkannya untuk meningkatkan keterlibatan konsumen dengan menciptakan pengalaman produk yang lebih interaktif dan imersif. Isu utama yang dibahas dalam penelitian ini adalah bagaimana AR mempengaruhi persepsi konsumen, kepercayaan, dan keputusan pembelian, serta tantangan yang dihadapi oleh bisnis dalam penerapan AR secara efektif. Tujuan utama dari penelitian ini adalah untuk mengevaluasi sejauh mana AR dapat meningkatkan pengalaman pelanggan dan memperkuat persepsi merek, yang pada gilirannya dapat mempengaruhi perilaku konsumen terhadap merek tersebut. Penelitian ini menggunakan metode kualitatif dengan mengumpulkan wawasan mendalam dari para profesional industri dan konsumen melalui studi pustaka. Hasil penelitian menunjukkan bahwa AR dapat secara signifikan meningkatkan keterlibatan konsumen, meningkatkan kepercayaan dalam keputusan pembelian, dan berdampak positif pada persepsi merek dengan memungkinkan konsumen untuk "mengalami" produk secara virtual sebelum membeli. Namun, penelitian ini juga mengidentifikasi tantangan seperti keterbatasan teknologi dan biaya implementasi. Penelitian ini memberikan kontribusi untuk pemahaman tentang potensi AR dalam mempengaruhi perilaku konsumen dan memberikan wawasan strategis bagi bisnis yang ingin mengintegrasikan AR untuk membangun hubungan yang lebih kuat dengan pelanggan.
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