Dampak Teknologi Augmented Reality (Ar) dan Virtual Reality(Vr) Pada Pemasaran Digital di Indonesia
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Abstract
This research into the development of Augmented Reality (AR) and Virtual Reality (VR) technologies has changed the digital marketing paradigm by creating immersive and interactive consumer experiences. This research explores the Dynamics of AR and VR adoption in digital marketing strategies in Indonesia, considering the context of significant digital growth. Indonesia, with more than 70% internet penetration and high growth of smartphone users, provides a potential platform for the implementation of immersive technologies. Through a systematic literature review method on 2023-2024 publications, the study found that AR and VR are able to transform consumer interactions, increase trust, and purchase intention. The study showed a positive correlation between the quality of immersive experiences and consumer perceptions, while identifying challenges such as limited digital infrastructure and technology investment costs. The research emphasises the need for collaboration between government, industry and academia to develop an inclusive and sustainable digital ecosystem.
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