Membangun brand image melalui penggunaan augmented reality: meningkatkan purchase intention dengan teknologi canggih
DOI:
https://doi.org/10.26740/jim.v13n1.p222-238Keywords:
augmented reality, brand image, interactivity, purchase intention, vividnessAbstract
This research aims to optimise the role of augmented reality through interactivity and vividness, increasing brand image and motivating consumer purchase intention. We use Structural Equation Modeling—Partial Least Squares (SEM-PLS) to collect data by distributing online questionnaires to 130 respondents, using purposive sampling based on age classification from katadata.id findings. The study found that vividness influences purchase intention and has a positive effect on brand image while buying intention has an influence on brand image. The novelty of this research lies in its application of augmented reality technology to examine its impact on brand image, with a particular emphasis on enhanced visual interactivity. This research highlights the importance of interactivity and vividness in understanding their influence on consumer perceptions of brands. The implications of this research introduce an approach that focuses on the interactivity and clarity of augmented reality, bringing a breakthrough in methods for analysing its impact on brand image. These innovations are expected to help e-commerce companies maximise conversion potential through a deeper understanding of consumer purchasing decisions in the era of selective consumers and provide a significant contribution to designing more targeted marketing strategies.
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