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Go Back       Himalayan Journal of Economics and Business Management | Volume:4 Issue:3 | May 19, 2023
156 Downloads352 Views

DOI : 10.47310/Hjebm.2023.v04i03.009       Download PDF       HTML       XML

Factors Influencing the Successful Use of Augmented Reality Marketing in Indonesia

*Alexander Tendo Argi Pratama, Dr. Dina Dellyana., S.Farm., Apt., MBA., CBAP

1School of Business and Management, Institut Teknologi Bandung, Indonesia

2School of Business and Management, Institut Teknologi Bandung, Indonesia

*Corresponding Author

Alexander Tendo Argi Pratama

Article History

Received: 30.04.2023

Accepted: 10.05.2023

Published: 19.05.2023

Abstract: In recent years, augmented reality (AR) has experienced a surge in popularity, particularly in the realm of marketing. This rapidly expanding area offers a wealth of opportunities, and many businesses have started to utilize AR marketing. However, in Indonesia, the rate of AR marketing adoption remains relatively low, though some companies have started to implement it experimentally. This study aims to pinpoint the factors crucial to the success of AR marketing applications and establish a knowledge base for other companies interested in harnessing this cutting-edge strategic concept for their marketing campaigns. To achieve this, the study uses an Analytical Hierarchy Process (AHP), utilizing questionnaires to gather findings from seven experts who have previously implemented AR marketing before. These experts represent a diverse range of industries, offering a comprehensive understanding of the AR marketing landscape in Indonesia. The study seeks to supply valuable information for companies considering the adoption of AR marketing strategic approaches, ultimately promoting growth and insight within the Indonesian market.

Keywords: Augmented Reality Marketing, Analytical Hierarchy Process

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