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Research Article | Volume 4 Issue 3 (Issue May, 2023)
Factors Influencing the Successful Use of Augmented Reality Marketing in Indonesia
 ,
Under a Creative Commons license
Open Access
Published
May 19, 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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