Dampak Pemasaran Aplikasi Seluler Augmented Reality: Memanfaatkan Pengalaman Sosial Bersama untuk Pemasaran Viral
Main Article Content
In today's business landscape, technology plays a pivotal role, enabling a shift from traditional to digital marketing practices. Augmented reality (AR) technology has emerged as a promising tool to enhance consumer experiences and influence purchase decisions. This study examines the impact of aesthetics, entertainment, education, escapism, AR marketing satisfaction, shared social experiences, and purchase intention on AR mobile applications in Indonesia. Data collected through online questionnaires were analyzed using SEM-PLS, revealing significant effects across all variables. Aesthetic elements positively influenced entertainment, education, and escapism, subsequently enhancing AR marketing satisfaction. Furthermore, AR marketing satisfaction positively affected shared social experiences and purchase intention.
Keywords:
Mobile AR App Marketing, Shared Social Experience, Experience Economy Theory
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Asikin, Muhamad Zaenal, & Fadilah, Muhamad Opan. (2024). Masa Depan Kewirausahaan dan Inovasi: Tantangan dan Dinamika dalam Era Digital. Jurnal Syntax Admiration, 5(1), 303–310.
Asikin, Muhamad Zaenal, Fadilah, Muhamad Opan, Saputro, Wahyu Eko, Aditia, Oriza, & Ridzki, Mohamad Maulana. (2024). The Influence Of Digital Marketing On Competitive Advantage And Performance of Micro, Small And Medium Enterprises. International Journal of Social Service and Research, 4(03), 963–970.
Barhorst, Jennifer Brannon, McLean, Graeme, Shah, Esta, & Mack, Rhonda. (2021). Blending the real world and the virtual world: Exploring the role of flow in augmented reality experiences. Journal of Business Research, 122, 423–436.
Bowditch, Lorelle, Chapman, Janine, & Naweed, Anjum. (2018). Do coping strategies moderate the relationship between escapism and negative gaming outcomes in World of Warcraft (MMORPG) players? Computers in Human Behavior, 86, 69–76.
Dahl, Darren W., & Moreau, C. Page. (2007). Thinking inside the box: Why consumers enjoy constrained creative experiences. Journal of Marketing Research, 44(3), 357–369.
Hartanti, Monica, & Nurviana, Nina. (2019). Kajian kesiapan masyarakat menerima penggunaan teknologi augmented reality studi kasus: Desain kemasan oleh-oleh UMKM khas Jawa Barat. Jurnal Desain Idea: Jurnal Desain Produk Industri Institut Teknologi Sepuluh Nopember Surabaya, 18(1), 20–24.
Kaufman, Scott Barry, Yaden, David Bryce, Hyde, Elizabeth, & Tsukayama, Eli. (2019). The light vs. dark triad of personality: Contrasting two very different profiles of human nature. Frontiers in Psychology, 467. https://doi.org/10.3389/fpsyg.2019.00467
Kembuan, Ester Magdalena, & Irwansyah, Irwansyah. (2019). Peran teknologi audio-visual dalam pengembangan pembelajaran anak di Sekolah Dasar Karya Anak Bangsa di Manado [The role of technology and audio-visual media in learning development at Anak Bangsa Elementary School, Manado]. Polyglot: Jurnal Ilmiah, 15(1), 73–92.
Loureiro, Sandra Maria Correia. (2014). The role of the rural tourism experience economy in place attachment and behavioral intentions. International Journal of Hospitality Management, 40, 1–9.
Marcousé, Ian, Anderson, Philippa, Black, Alexandra, Machin, Denry, & Watson, Nigel. (2014). The Business Book. London: Dorling Kindersley Limited.
McLean, Graeme, & Wilson, Alan. (2019). Shopping in the digital world: Examining customer engagement through augmented reality mobile applications. Computers in Human Behavior, 101, 210–224.
Mehmetoglu, Mehmet, & Engen, Marit. (2011). Pine and Gilmore’s concept of experience economy and its dimensions: An empirical examination in tourism. Journal of Quality Assurance in Hospitality & Tourism, 12(4), 237–255.
Petty, Richard E., & Cacioppo, John T. (2012). Communication and persuasion: Central and peripheral routes to attitude change. Springer Science & Business Media.
Pine, B. Joseph, & Gilmore, James H. (1998). Welcome to the experience economy (Vol. 76). Harvard Business Review Press Cambridge, MA, USA.
Poushneh, Atieh, & Vasquez-Parraga, Arturo Z. (2017). Discernible impact of augmented reality on retail customer’s experience, satisfaction and willingness to buy. Journal of Retailing and Consumer Services, 34, 229–234.
Shrum, L. J., Liu, Min, Nespoli, Mark, & Lowrey, Tina M. (2012). Persuasion in the Marketplace. Sage.
Sugianto, Sugianto. (2018). strategi pemasaran untuk meningkatkan penjualan Produk tabungan ib muamalat pada pt. bank muamalat indonesia, tbk kantor cabang pembantu sisingamangaraja medan. Universitas Islam Negeri Sumatera Utara.
Sung, Eunyoung Christine. (2021). The effects of augmented reality mobile app advertising: Viral marketing via shared social experience. Journal of Business Research, 122, 75–87.
Thiel, Peter, & Masters, Blake. (2014). Zero to one: Notes on startups, or how to build the future. Crown Currency.
tom Dieck, M. Claudia, Jung, Timothy Hyungsoo, & Rauschnabel, Philipp A. (2018). Determining visitor engagement through augmented reality at science festivals: An experience economy perspective. Computers in Human Behavior, 82, 44–53.
Wardani, Fatimah Sindi, Lestari, Indah Puji, Sari, Devinna Tamaya, Umamah, Ni’matul, & Wulandari, Tri. (2021). Strategi Pemasaran Usaha Mikro Kecil Menengah Di Masa Pandemi. Academica: Journal of Multidisciplinary Studies, 5(1), 27–38.
Weinersmith, Kelly, & Weinersmith, Zach. (2019). Soonish: Ten Emerging Technologies That’ll Improve and/or Ruin Everything. Penguin.
Yang, Shuai, Carlson, Jeffrey R., & Chen, Sixing. (2020). How augmented reality affects advertising effectiveness: The mediating effects of curiosity and attention toward the ad. Journal of Retailing and Consumer Services, 54, 102020.
