Analysis of the Presence of Augmented Reality Technology to Improve Customer Experience to Influence Purchase Intention Using the Technology Acceptance Model Approach on the Watson ID Mobile Apps User Donni Arisugewo, Sukaria Sinulingga, Fadli
Universitas Sumatera Utara
Abstract
The development of digital technology and the rapidly increasing number of smartphone and internet usage in Indonesia are potential factors for business actors in utilizing digital technology in running their business. The emergence of many marketplaces, e-commerce or digital platforms can be utilized by business actors in marketing their products. In addition, in increasing competition, business actors must also be able to maximize the presence of technology that can help improve the experience for potential customers. One of them is the use of Augmented Reality (AR) technology. AR is an interactive technology that combines the real world with the virtual world, then projected at the same time. AR technology has started to be used in several e-commerce and will continue to grow in the future,
Quantitative research methods will be used in this study, in which the data collection technique uses a questionnaire with a linkert scale. The number of respondents studied were 210 people. Then the testing technique was carried out using the Structural Equation Model (SEM).
The results of this study indicate that all dimensions of the technology acceptance model except the enjoyment dimension, have a positive and significant effect on purchase intention. This means that the use of a technology such as Augmented Reality technology is expected to have the main function (usefulness) first. In addition, based on the results of the analysis, it was found that the Technology Acceptance Model is a mediator between Augmented Reality and Purchase Intention.
Keywords: Augmented Reality, Technology Acceptance Model, Structural Equation Model
