Article Per Year (5 Year)
p-Index From 2019 - 2024
1.295
P-Index
This Author published in this journals
All Journal EQUILIBIRIA Journal of Economic, Bussines and Accounting (COSTING) Jurnal E-Bis: Ekonomi Bisnis Jurnal Ekonomi, Manajemen, Bisnis dan Akuntansi (JEMBA) Jurnal Pengabdian Mandiri Jurnal Manajemen, Ekonomi, Hukum, Kewirausahaan, Kesehatan, Pendidikan dan Informatika (MANEKIN) BULLET : Jurnal Multidisiplin Ilmu
Siti Amirah Makarim
Sekolah Tinggi Ilmu Ekonomi Latifah Mubarokiyah
Humanities Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Energy Environmental Science Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Medicine & Pharmacology Nursing Social Sciences Other

Published : 8 Documents Claim Missing Document
Claim Missing Document
Check
Articles

Found 1 Documents
Search
Journal : Journal of Economic, Bussines and Accounting (COSTING)

 1 
Augmented Reality Marketing: Creating Immersive Brand Experiences Salamatun Asakdiyah; Siti Amirah Makarim; Iwan Adinugroho
Journal of Economic, Bussines and Accounting (COSTING) Vol 7 No 4 (2024): Journal of Economic, Bussines and Accounting (COSTING)
Publisher : Institut Penelitian Matematika, Komputer, Keperawatan, Pendidikan dan Ekonomi (IPM2KPE)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31539/costing.v7i4.10581

Abstract

This research investigates the effects of augmented reality marketing on consumer behavior and brand perception within the context of Indofood Yogyakarta. Using a quantitative research design, a sample of 100 customers was randomly selected, and path analysis was conducted to examine the direct and indirect relationships between augmented reality, user engagement, user perception of innovation, and brand experience. The results indicate significant direct effects of augmented reality and user engagement on brand experience, highlighting the importance of augmented reality technology and consumer engagement in shaping positive brand experiences. Furthermore, the study reveals a significant indirect effect of augmented reality on brand experience through user perception of innovation, emphasizing the mediating role of consumers' perceptions of innovation. However, the indirect effect of user engagement on brand experience through user perception of innovation was nonsignificant, suggesting the need for further exploration of alternative pathways. These findings provide valuable insights for marketers aiming to enhance consumer engagement, satisfaction, and loyalty through augmented reality marketing strategies in Yogyakarta's competitive market landscape.
Co-Authors Adi Robith Setiana Atep Devi Purwanto Bambang Kurnia Nugraha Iwan Adinugroho Salamatun Asakdiyah Sani Haryati