Transformasi Augmented Reality dalam Pemasaran Digital bagi UMKM Industri Furnitur
DOI:
https://doi.org/10.30822/jepwira.v2i1.5419Kata Kunci:
Pemasaran Digital; UMKM Industri Furnitur; Adopsi Teknologi; Transformasi Digital; Perilaku KonsumenAbstrak
Penelitian ini bertujuan untuk mengkaji peran strategis Augmented Reality (AR) dalam pemasaran digital dan mengidentifikasi faktor determinan yang memengaruhi adopsi teknologi tersebut pada Usaha Kecil dan Menengah (UKM) sektor furnitur. Metode yang digunakan adalah studi kepustakaan (library research) yang melibatkan penelaahan terhadap berbagai jurnal akademik serta artikel ilmiah kredibel yang bersumber dari berbagai portal publikasi digital. Hasil kajian menemukan bahwa penggunaan AR berdampak positif terhadap peningkatan kesesuaian produk yang dirasakan (perceived product fit), durasi interaksi pelanggan, serta niat beli konsumen dengan cara mereduksi risiko berbelanja secara daring. Namun, tingkat adopsi AR pada UKM masih tergolong rendah akibat adanya hambatan struktural. Hambatan ini mencakup tingginya biaya pembuatan model 3D, keterbatasan literasi digital pada tenaga kerja, dan belum optimalnya integrasi sistem manajemen internal perusahaan. Sebagai kesimpulan, potensi besar AR dalam transformasi pemasaran digital UKM furnitur perlu didukung oleh pergeseran strategi melalui pemanfaatan platform AR berbasis Software as a Service (SaaS) yang lebih terjangkau untuk mengatasi keterbatasan infrastruktur dan biaya.
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Hak Cipta (c) 2026 Jessica Lie, Christoffel Jehezkiel Gracesttela Benedikster
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