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All Journal Transmisi: Jurnal Ilmiah Teknik Elektro Jurnal Ilmu Manajemen dan Akuntansi Terapan (JIMAT) E-Bisnis : Jurnal Ilmiah Ekonomi dan Bisnis Jurnal Penelitian Ekonomi dan Bisnis Jurnal Transformatika Jurnal Manajemen Dayasaing Benefit: Jurnal Manajemen dan Bisnis Jurnal Maneksi (Management Ekonomi Dan Akuntansi) Jurnal EMT KITA JURNAL MEDIA INFORMATIKA BUDIDARMA Jurnal Riset Ekonomi dan Bisnis Jurnal Informatika Universitas Pamulang SEIKO : Journal of Management & Business Jesya (Jurnal Ekonomi dan Ekonomi Syariah) Jurnal Ilmu Manajemen dan Akuntansi Terapan Jurnal Review Pendidikan dan Pengajaran (JRPP) Jurnal Teknologi Dan Sistem Informasi Bisnis JURNAL ILMIAH FEASIBLE (JIF) Jurnal Ilmiah Manajemen Kesatuan Jurnal Manajemen Bisnis Eka Prasetya Economics and Digital Business Review SMBJ: Strategic Management Business Journal Jurnal Ilmiah Manajemen, Bisnis dan Kewirausahaan Journal of Management and Digital Business Dinamika Jurnal Ilmiah MEA (Manajemen, Ekonomi, dan Akuntansi) Jurnal Manajemen dan Dinamika Bisnis Moneter : Jurnal Keuangan dan Perbankan Innovative: Journal Of Social Science Research Indo-Fintech Intellectuals: Journal of Economics and Business Al-Kharaj: Jurnal Ekonomi, Keuangan & Bisnis Syariah Jurnal Ekonomi dan Bisnis
Diana Aqmala
STIE TOTALWIN SEMARANG
Agriculture, Biological Sciences & Forestry Humanities Computer Science & IT Control & Systems Engineering Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Electrical & Electronics Engineering Industrial & Manufacturing Engineering Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Public Health Social Sciences Other

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Journal : SMBJ: Strategic Management Business Journal

 1 
TRANSFORMING CONSUMER EXPERIENCE THROUGH THE APPLICATION OF AUGMENTED OPTIMIZATION MARKETING IN RETAIL MARKETING STRATEGY Suryawijaya, Tito Wira Eka; Aqmala, Diana
Strategic Management Business Journal Vol. 3 No. 02 (2023): December 31, 2023
Publisher : Universitas Pembinaan Masyarakat Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55751/smbj.v3i02.73

Abstract

This research endeavors to delve into the multifaceted role of Augmented Reality (AR) as a pivotal marketing tool within the evolving landscape of the retail sector in the aftermath of the pandemic. The research methodology adopted encompasses a quantitative approach, employing the robust Structural Equation Modeling (SEM) - Partial Least Squares (PLS) model. The process of data acquisition unfolded through a meticulously crafted online survey utilizing a Google Form-based questionnaire. The survey garnered responses from a diverse sample of 100 individuals who had actively engaged with AR features in their retail product purchases on at least two occasions. The research findings cast a spotlight on the considerable potential that AR holds in not only augmenting customer satisfaction but also in wielding influence over consumer purchasing behavior within the context of the post-pandemic retail sector. The implications drawn from these findings are transformative, suggesting that retail entities possess the capacity to strategically optimize AR technology as a dynamic and effective marketing tool. This optimization, in turn, stands poised to elevate consumer experiences, amplify levels of customer satisfaction, and catalyze the overall growth trajectory of businesses operating within the retail sector. The study introduces the concept of "Augmented Optimization Marketing," providing a nuanced perspective on the strategic utilization of AR in enhancing marketing endeavors. In essence, this research paints a comprehensive panorama of the strategic significance of AR in shaping the future landscape of retail marketing. JEL Classification: D12, M31, C83, L81, O33
Co-Authors Abd. Rasyid Syamsuri Abu Salam Acoktang, Acoktang Aflit Nuryulia Praswati Alpiana, Vika Althaf, Sayyida Alzami, Farrikh Amelia, Zairina Anggi, Lusi Setia Aprilya, Dandy Ariati Anomsari Arifiana, Latifa Aryanto, Vincent Didiek Wiet Awanis Linati Haziroh Cahya, Handy Nur Cakranadi, Muhamad Candra Irawan Chasanah, Amalia Nur Damar, Haunan Dewi Agustini Santoso Dwi Eko Waluyo Eggy Ramanda, Noveca Eko, Dwi Ervina, Mareta Fatmawati, Elia Resha Febriana, Artha Febrianur Ibnu Fitroh Sukono Putra Gusfiani, Vivi Hallang, Andi Hariyadi, Guruh Taufan Hartanti, Anita Hidayat, Rafli Wahyu Ida Farida Ifan Rizqa Ika Novita Dewi Juliana, Laras Kharisma, Novia Putri Kusuma, Pradana Jati Lesmarna, Salsabila Putri Maharani, Ovin Mahmud Mahmud Megantara, Rama Aria Mudinillah, Adam Muhammad Alvinnur Budiansyah Mujib, Miftachul Natasya, Tabitha Ellen Novianti, Astrid Oktariza, Linda Ayu Oktavia Ayu Lestari Oktoriza, Linda Ayu Ovi Kusumawardani, Ovi Panca, Ardhilla Rossynta Perdana, Tito Aditya Piji Pakarti Pratama, Yuko Kurnia Purusa, Nanda Adhi Putra, Raffa Ardarajuna Rahma, Icha Vallyncia Ramadhan Rakhmat Sani Ramadhan, Firza Arief Ricardus Anggi Pramunendar Roymon Panjaitan Rudi Kurniawan Safitri, Maria Samasta, Almira Santi Sartika, Desta Pasura Setiawan, Aries Silvia Damayanti SUCI NURYANI Suryawijaya, Tito Wira Eka Suseno, Rian Adi Syaifuddin, Mukhammad Taufan Hariyadi, Guruh Trianovita, Helena Ade Tsalitsa, Utia Ulfa, Adiila Kustya Ulya, Salma Novita Wahyudyar, Aprillia Bunga Timur Wardani, Silvia Kusuma Wardhani, Mashita Fahmi Wibowo, Isro' Rizky Wibowo, Mochammad Eric Suryakencana Wismiyanti, Rizki Kamila Yohan Wismantoro Yovita, Lenni Zakaria, Fakhmi