Technological Transformation: Implementation of the First Augmented Reality Application at PT XYZ: Tranformasi Teknologi: Penerapan Aplikasi Augmented Reality Pertama di PT XYZ

Muhammad Fahruddin Mahfudhoni (Universitas Muhammadiyah Sidoarjo)
Ika Ratna Indra Astutik (Universitas Muhammadiyah Sidoarjo)

PELS (Procedia of Engineering and Life Science)
Vol. 10 No. 1 (2026): Proceedings of the 9th Seminar Nasional Sains 2026

The implementation of Augmented Reality (AR) technology at PT Rizky Megatama Sentosa marks an important step in the digital transformation of this cigarette company. AR is being implemented as a strategy to increase consumer engagement and strengthen innovative marketing campaigns. Through the AR application, consumers can access interactive content such as company information, 3D visuals, and information about the cigarette raw material process, providing a more personal and interesting experience. This article discusses the AR application development process, from identifying business needs to launch, as well as the challenges faced during implementation. The results of implementing AR show a significant increase in consumer engagement, brand loyalty and product sales. This study highlights how AR can be an effective tool to drive innovation and increase company competitiveness in the increasingly competitive cigarette industry.