<![CDATA[The rapid development of digital technology requires innovative learning approaches to enhance students’ digital marketing competencies and connect learning with authentic entrepreneurial contexts. This study aimed to develop and evaluate a QR Code-assisted Augmented Reality (AR) learning model through Bangka compost packaging for enhancing students’ digital marketing competencies. The study employed a Reaseach and Development (R&D) approach using the ADDIE model and involved 80 secondary school students enrolled in the mandatory Entrepreneurship subject from Grades X-XII at Madrasah Aliyah (MA) Terpadu Bina Insan Cendikia Muntok. The effectiveness of the learning model was evaluated through pre-test and post-test assessments of students’ digital marketing competencies. The collected data were analyzed using the Kolmogorov-Smirnov test, paired-samples t-test, normalized gain (N-Gain), and Cohen’s d effect size. The findings demonstrated a significant enhancement in students’ digital marketing competencies following the implementation of the learning model. Students showed improved understanding of product branding, packaging design, digital promotion, product value communication, and digital marketing concepts. The learning improvement was supported by a very large effect size and a moderate normalized gain, indicating meaningful progress in students’ competencies. The integration of QR Code and AR into authentic local product packaging provides an interactive learning experience that connects entrepreneurship education with digital technology and practical digital marketing concepts. By and large, the developed QR Code-assisted AR learning model shows promising potential as a contextual and technology-supported approach for enhancing digital marketing competencies among secondary school students in the mandatory Entrepreneurship subject.]]>
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