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All Journal Asia-Pacific Management and Business Application Owner : Riset dan Jurnal Akuntansi Dinasti International Journal of Management Science Jurnal Akademi Akuntansi (JAA) The Asia Pacific Journal Of Management Studies Jurnal Studia Akuntansi dan Bisnis (The Indonesian Journal of Management & Accounting) Journal Markcount Finance E-Journal Studia Manajemen Islamic Studies in the World
Tunnufus, Zakiyya
STIE La Tansa Mashiro, Rangkasbitung
Religion Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Industrial & Manufacturing Engineering Social Sciences Other

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Journal : Journal Markcount Finance

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The Impact of Augmented Reality on Consumer Engagement and Brand Loyalty Tunnufus, Zakiyya; Arifian, Dini; Furniawan, Furniawan; Suharna, Dede; Pardosi, Pardomuan
Journal Markcount Finance Vol. 2 No. 2 (2024)
Publisher : Yayasan Pendidikan Islam Daarut Thufulah

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.70177/jmf.v2i2.1287

Abstract

In today's digital era, Augmented Reality (AR) technology is increasingly gaining attention as an innovative tool in marketing and consumer experience. AR offers interactive experiences that combine virtual elements with the real world, giving consumers new ways to interact with goods and brands. This study aims to determine how the use of augmented reality (AR) technology impacts consumer engagement and brand loyalty. Specifically, this research wants to know how interactive experiences with AR affect consumers' level of engagement with a brand and how much that engagement contributes to the formation of brand loyalty. This research was conducted using a quantitative approach and was designed as a survey. AR apps from various brands deploy questionnaires to collect data. The goal of this questionnaire is to measure consumer engagement, user experience with AR, and brand loyalty.  Studies show that the use of augmented reality (AR) significantly increases consumer engagement with brands. Consumers say that interactive and immersive AR experiences make them more interested in the goods and brands. The study found that augmented reality (AR) technology increases consumer engagement and brand loyalty.
Co-Authors Arifian, Dini Astri Wulandari Dede Suharna Dinda Rahmawati Eris Harismasakti Furniawan, Furniawan Illa Kurnia Asih Iman Iman Iqbal Maulana Iwan Ridwan Maesaroh Moeins, Anoesyirwan Mukti, Muhi Nenden Pertiwi Noor, Juliansyah Nurlaelah Nurlaelah, Nurlaelah Nuzulul Hidayati Pardosi, Pardomuan Purnama, Sri Intan Rahayu, Mike Mega Reksa Dwi Sucipta Rosyad, Sholeh Rudiyanto Rudiyanto, Rudiyanto Rudiyanto, Rudiyanto Siti Saadah Suherman . Suherman . Widasari, Ela Wildan .