*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
Alexander Tendo Argi Pratama
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