Membangun Brand Image Melalui Penggunaan Augmented Reality: Meningkatkan Purchase Intention dengan Teknologi Canggih

This research aims to optimize the role of augmented reality through interactivity and vividness, increasing brand image and motivating consumer purchase intention. We use Structural Equation Modeling—Partial Least Squares (SEM-PLS) to collect data by distributing online questionnaires to 130 respondents, using purposive sampling based on age classification from katadata.id findings. The study found that vividness influences purchase intention and a positive effect on brand image, while buying intention has an influence on the brand image. The novelty of this research lies in its use of augmented reality technology to explore its influence on brand image, with a special emphasis on deeper visual interactivity. This research highlights the importance of interactivity and vividness in understanding their influence on consumer perceptions of brands. The implications of this research bring an approach that focuses on the interactivity and clarity of augmented reality while bringing a breakthrough in methods for analyzing its impact on brand image. These innovations are expected to help e-commerce companies maximize conversion potential through a deeper understanding of consumer purchasing decisions in the era of selective consumers and provide a significant contribution to designing more targeted marketing strategies.