Peran Pemasaran Augmented Reality terhadap Niat Beli: Bukti dari Konsumen UMKM
Abstract
Perkembangan teknologi digital mendorong perubahan strategi pemasaran, pada produk dengan tingkat keterlibatan tinggi seperti furniture yang membutuhkan evaluasi visual dan pengurangan ketidakpastian sebelum pembelian. Penelitian ini bertujuan untuk menganalisis mekanisme pembentukan purchase intention melalui perspektif Stimulus–Organism–Response (SOR) dengan menguji peran Augmented Reality Marketing (AR), Online Customer Reviews (OCR), dan Brand Reputation sebagai stimulus digital, Customer Trust sebagai mekanisme psikologis, serta Digital Literacy dan Purchase Intention. Penelitian ini menggunakan pendekatan kuantitatif eksplanatori dengan metode Partial Least Squares Structural Equation Modeling (PLS-SEM) terhadap 175 konsumen UMKM furniture Pengrajin Bogor yang memiliki pengalaman menggunakan fitur AR. Hasil penelitian menunjukkan bahwa AR berpengaruh langsung terhadap PI tanpa melalui CT, sedangkan OCR membentuk niat beli melalui mekanisme kepercayaan. BR terbukti bekerja melalui jalur langsung maupun melalui CT. Selain itu, DL memiliki efek moderasi signifikan dengan arah negatif, menunjukkan bahwa konsumen dengan kemampuan digital lebih tinggi cenderung melakukan evaluasi kritis sebelum mengubah kepercayaan menjadi niat beli. Penelitian ini berkontribusi pada pengembangan teori SOR dengan menunjukkan mekanisme stimulus–organism–response bergantung pada karakteristik stimulus dan kemampuan kognitif konsumen. Secara praktis, penelitian ini memberikan implikasi bagi UMKM dalam mengoptimalkan teknologi AR, pengelolaan ulasan digital, dan penguatan reputasi merek sebagai strategi pemasaran digital.
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DOI: https://doi.org/10.31764/jabb.v7i2.43918
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