The Marketing Potential Of Augmented Reality to Enhance Brand Attitude

Abdan A. Kuncoro ; Maria Apsari Sugiat ; Muslim Amin
International Journal of Management and Strategic... 📅 2025 Vol 2, No 1 🔗 DOI: 10.61132/greeninflation.v2i1.222
Abstract
The purpose of this study is to examine the impact of Augmented Reality (AR) application usage at IT Telkom Purwokerto on consumer brand attitudes. A total of 200 questionnaires were distributed, with 125 deemed suitable for analysis. The findings reveal that the use of the AR application significantly influences consumer attitudes towards the brand, particularly in terms of user experience, engagement, and perceived realism. The quality of the AR application is shown to have good reliability, and each dimension positively correlates with consumer attitudes. The perceived realism of the AR experience is a crucial factor in shaping positive consumer attitudes towards the brand. The study also identifies a significant relationship between AR application usage, consumer satisfaction, and brand loyalty. Practically, AR can aid IT Telkom Purwokerto in developing more effective marketing models. This study proposes a model to understand the effect of AR applications on positive consumer brand attitudes, assisting marketers in implementing more effective marketing strategies.
Keywords
Augmented Reality; Marketing; Brand Attitude; Institut Teknologi Telkom Purwokerto; Direct Marketing
How to Cite

Abdan A. Kuncoro, et al. (2025). The Marketing Potential Of Augmented Reality to Enhance Brand Attitude. International Journal of Management and Strategic Business Leadership, 2(1). https://doi.org/10.61132/greeninflation.v2i1.222

Abdan A. Kuncoro; Maria Apsari Sugiat; Muslim Amin, "The Marketing Potential Of Augmented Reality to Enhance Brand Attitude," International Journal of Management and Strategic Business Leadership, vol. 2, no. 1, 2025.

Abdan A. Kuncoro; Maria Apsari Sugiat; Muslim Amin. "The Marketing Potential Of Augmented Reality to Enhance Brand Attitude." International Journal of Management and Strategic Business Leadership, vol. 2, no. 1, 2025.

Abdan A. Kuncoro; Maria Apsari Sugiat; Muslim Amin. "The Marketing Potential Of Augmented Reality to Enhance Brand Attitude." International Journal of Management and Strategic Business Leadership 2, no. 1 (2025).

Abdan A. Kuncoro, et al. (2025) 'The Marketing Potential Of Augmented Reality to Enhance Brand Attitude', International Journal of Management and Strategic Business Leadership, 2(1). doi: 10.61132/greeninflation.v2i1.222.

Abdan A. Kuncoro; Maria Apsari Sugiat; Muslim Amin. The Marketing Potential Of Augmented Reality to Enhance Brand Attitude. International Journal of Management and Strategic Business Leadership. 2025;2(1).

Artikel Terkait

Total Risk and Its Impact on Firm Performance and Sustained Growth: Empirical Evidence from Consumer Non-Cyclicals Manufacturing Companies on the Indonesia Stock Exchange

Elia Rossa; Nurasia Natsir

Strategy for Penetrating Global Regulatory Barriers: A Case Study of Non-Tariff Measures for Biopharmaceutical plant MSMEs in Lumajang

Kukuh Judy Handojo; Sudarmiatin Sudarmiatin; Heri Pratikno

Knowledge Sharing and Knowledge Leakage in Monitoring Opportunity toward Supply Chain Performance: A Study at the Library Office of Mesuji Regency

Intan Abelia Nirwana; Euis Mufahamah; Harold Kevin Alfredo

The Relationship Between Work Environment and Work Motivation on the Performance of Outsourced Employees at PT Kinarya in Harmony with The Device

Rohmad Hartono; Titin Hargyatni

Validating Market Segmentation and Price Perception of Wedding Organizer Services

Wilyan Adiasari; Sudarmiatin Sudarmiatin; Agus Hermawan

Digital Transformation as a Catalyst for the Success of Health-Related SMEs Going International in Indonesia: A SEM-PLS Analysis Model

Achmad Zani Pitoyo; Sudarmiatin Sudarmiatin; Heri Pratikto
Tren Sitasi Jurnal