Penerapan Augmented Reality sebagai Alat Pemasaran untuk Meningkatkan Keterlibatan dan Loyalitas Konsumen: Studi pada Aplikasi IKEA Place
DOI:
https://doi.org/10.54259/satesi.v5i1.4172Kata Kunci:
Augmented Reality, Pemasaran Digital, Keterlibatan Konsumen, Loyalitas Merek, IKEA PlaceAbstrak
Teknologi Augmented Reality (AR) telah menjadi alat yang inovatif dalam pemasaran digital, terutama dalam meningkatkan keterlibatan dan loyalitas konsumen. Penelitian ini mengeksplorasi bagaimana penerapan AR dalam IKEA Place berkontribusi terhadap pengalaman belanja yang lebih interaktif dan personal. AR memungkinkan konsumen untuk memvisualisasikan furnitur dalam lingkungan nyata mereka, yang meningkatkan kepercayaan dalam pengambilan keputusan dan mengurangi tingkat pengembalian produk. Dengan pendekatan kajian pustaka, penelitian ini mengidentifikasi manfaat AR dalam membangun keterikatan emosional pelanggan terhadap merek, sekaligus mengungkap tantangan yang dihadapi dalam implementasinya, seperti akurasi visual, kesiapan konsumen, integrasi digital, serta keterbatasan infrastruktur dan perangkat pendukung. Hasil penelitian menunjukkan bahwa AR tidak hanya meningkatkan keterlibatan konsumen tetapi juga berperan sebagai strategi diferensiasi yang memperkuat loyalitas pelanggan terhadap merek. IKEA perlu terus mengoptimalkan AR dengan meningkatkan akurasi tampilan produk, memperluas edukasi pelanggan, serta memastikan aksesibilitas teknologi yang lebih merata. Dengan demikian, AR dapat menjadi elemen kunci dalam strategi pemasaran modern, yang tidak hanya menarik tetapi juga mempertahankan pelanggan dalam jangka panjang.
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Hak Cipta (c) 2025 Angelina Cindy Setiawan, Amelia Setiawan, Hamfri Djajadikerta
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