How to Improved MSMEs Competitiveness in Indonesia?: Augmented Reality for Digital Marketing Innovation
DOI:
https://doi.org/10.21009/jtp.v26i1.38972Keywords:
MSMEs, augmented reality, digital marketing, tourist villagesAbstract
This research aims to analyze the development of Augmented Reality (AR) as a digital marketing innovation in tourist villages in West Java. This research uses the Borg and Gall (2003) development model with quantitative and qualitative data analysis techniques. The research results show that this mobile-based AR is said to be feasible for use with an average feasibility test value of 78.7%. The implication of this research is tourist villages in promoting their tourism potential starting from tourist destinations to MSMEs. Apart from that, the presence of MSMEs can also encourage the potential of culinary tourism in tourist villages so that they can develop further following technological developments.
References
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Do, H. N., Shih, W., & Ha, Q. A. (2020). Effects of mobile augmented reality apps on impulse buying behavior: An investigation in the tourism field. Heliyon, 6(8), e04667. https://doi.org/10.1016/j.heliyon.2020.e04667
Dwijayanti, A., Komalasari, R., Harto, B., Pramesti, P., & Alfaridzi, M. W. (2022). Efektivitas Penggunaan Media Sosial Sebagai Sarana Promosi dan Pemasaran pada UMKM Sablon Anggi Screen di Era Digital. Ikra-Ith Abdimas, 6(2), 68–75. https://doi.org/10.37817/ikra-ithabdimas.v6i2.2408
Dwivedi, Y. K., Ismagilova, E., Hughes, D. L., Carlson, J., Filieri, R., Jacobson, J., Jain, V., Karjaluoto, H., Kefi, H., Krishen, A. S., Kumar, V., Rahman, M. M., Raman, R., Rauschnabel, P. A., Rowley, J., Salo, J., Tran, G. A., & Wang, Y. (2020). Setting the future of digital and social media marketing research: Perspectives and research propositions. International Journal of Information Management, July. https://doi.org/10.1016/j.ijinfomgt.2020.102168
Eze, S. C., Chinedu-Eze, V. C., Bello, A. O., Inegbedion, H., Nwanji, T., & Asamu, F. (2019). Mobile marketing technology adoption in service SMEs: a multi-perspective framework. Journal of Science and Technology Policy Management, 10(3), 569–596. https://doi.org/10.1108/JSTPM-11-2018-0105
Griffith, T. L., & Alpert, D. (2022). Creating Concrete Visions with Augmented Reality: Digital Transformation for Participative InnovationCompanies can leverage augmented reality in their innovation practice to “See in 3D—Think in 5T,” and align their talent, technology, and technique to their target and the times. Research Technology Management, 65(5), 34–43. https://doi.org/10.1080/08956308.2022.2093081
Halik, Ł., & Medyńska-Gulij, B. (2017). The Differentiation of Point Symbols using Selected Visual Variables in the Mobile Augmented Reality System. Cartographic Journal, 54(2), 147–156. https://doi.org/10.1080/00087041.2016.1253144
Key, T. M. (2017). Domains of Digital Marketing Channels in the Sharing Economy. Journal of Marketing Channels, 24(1–2), 27–38. https://doi.org/10.1080/1046669X.2017.1346977
Koeswahyono, I., Maharani, D. P., & Liemanto, A. (2022). Legal breakthrough of the Indonesian job creation law for ease, protection, and empowerment of MSMEs during the COVID-19 pandemic. Cogent Social Sciences, 8(1). https://doi.org/10.1080/23311886.2022.2084895
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Laily, N., Riharja, I. B., Sidharta, R. Y., & Aristianti R, W. (2022). Media Sosial Sebagai Sarana Peningkatan Penjualan Umkm Kerajinan Di Gresik. SHARE: Journal of Service Learning, 8(1), 43–48. https://doi.org/10.9744/share.8.1.43-48
Lewis, J. R., & Sauro, J. (2009). The factor structure of the system usability scale. Lecture Notes in Computer Science (Including Subseries Lecture Notes in Artificial Intelligence and Lecture Notes in Bioinformatics), 5619 LNCS, 94–103. https://doi.org/10.1007/978-3-642-02806-9_12
Moeuf, A., Pellerin, R., Lamouri, S., Tamayo-Giraldo, S., & Barbaray, R. (2018). The industrial management of SMEs in the era of Industry 4.0. International Journal of Production Research, 56(3), 1118–1136. https://doi.org/10.1080/00207543.2017.1372647
Mutamimah, M., Alifah, S., & Adnjani, M. D. (2023). Corporate governance innovation framework to reduce credit risk in MSMEs using blockchain technology. Cogent Business and Management, 10(3). https://doi.org/10.1080/23311975.2023.2250504
Nursini, N. (2020). Micro, small, and medium enterprises (MSMEs) and poverty reduction: empirical evidence from Indonesia. Development Studies Research, 7(1), 153–166. https://doi.org/10.1080/21665095.2020.1823238
Prautami, I. (2022). Efektivitas Promosi melalui Media Sosial Instagram dan Facebook @Abouttng pada UMKM di Kota Tangerang. Jkbm (Jurnal Konsep Bisnis Dan Manajemen), 8(2), 153–164. https://doi.org/10.31289/jkbm.v8i2.6991
Rauschnabel, P. A., Felix, R., & Hinsch, C. (2019). Augmented reality marketing: How mobile AR-apps can improve brands through inspiration. Journal of Retailing and Consumer Services, 49(March), 43–53. https://doi.org/10.1016/j.jretconser.2019.03.004
Rovira Nordman, E., & Tolstoy, D. (2011). Technology Innovation in Internationalising SMEs. Industry and Innovation, 18(7), 669–684. https://doi.org/10.1080/13662716.2011.604472
Santoso, R., Yanu, A., Fianto, A., & Yurisma, D. Y. (2021). Strategi Komunikasi Pemasaran UMKM Kali Jegles Berbasis Digital. Tekmulogi: Jurnal Pengabdian Masyarakat, 1(2), 67–76.
Seo, D., Kim, E., & Kim, J. (2014). Finite Element Analysis & Augmented Reality based Mechanical Product Simulation Platform for Small-Medium sized Enterprise Industry. Advanced Science and Technology Letters, 64, 26–30. https://doi.org/10.14257/astl.2014.64.07
Situmorang, R., Kustandi, C., & Maudiarti, S. (2019). The Use of QR Code-based Digital Flashcard as a Media for Promotion and Socialization to Increase the Competitiveness of the Creative Economy and Small and …. International Conference on Education Technology, 372, 58–63. https://www.atlantis-press.com/proceedings/icoet-19/125925055
Sornsenee, P., Kongtragulsub, K., Watcharajiranich, K., Chantanuwat, R., Aungchayakul, A., Mangkhalathat, K., & Laparojkit, S. (2022). Factors Associated with Anxiety and Depression Among Micro, Small, and Medium Enterprise Restaurant Entrepreneurs Due to Thailand’s COVID-19-Related Restrictions: A Cross-Sectional Study. Risk Management and Healthcare Policy, 15, 1157–1165. https://doi.org/10.2147/RMHP.S359507
Subiyantoro, E., Muslikh, A. R., Andarwati, M., Swalaganata, G., & Pamuji, F. Y. (2022). Analisis Pemilihan Media Promosi UMKM untuk Meningkatkan Volume Penjualan Menggunakan Metode Analytical Hierarchy Process (AHP). Jurnal Teknologi Dan Manajemen Informatika, 8(1), 1–8. https://doi.org/10.26905/jtmi.v8i1.6760
Sudjatmoko, A., Ichsan, M., Astriani, M., Mariani, & Clairine, A. (2023). The Impact of COVID-19 Pandemic on the Performance of Indonesian MSME with Innovation as Mediation. Cogent Business and Management, 10(1). https://doi.org/10.1080/23311975.2023.2179962
Tarute, A., Nikou, S., & Gatautis, R. (2017). Mobile application driven consumer engagement. Telematics and Informatics, 34(4), 145–156. https://doi.org/10.1016/j.tele.2017.01.006
Yacob, S., Sulistiyo, U., Erida, E., & Siregar, A. P. (2021). The importance of E-commerce adoption and entrepreneurship orientation for sustainable micro, small, and medium enterprises in Indonesia. Development Studies Research, 8(1), 244–252. https://doi.org/10.1080/21665095.2021.1976657
Yaoyuneyong, G., Foster, J. K., & Flynn, L. R. (2014). Factors impacting the efficacy of augmented reality virtual dressing room technology as a tool for online visual merchandising. Journal of Global Fashion Marketing, 5(4), 283–296. https://doi.org/10.1080/20932685.2014.926129
Zahara, Z., Ikhsan, Santi, I. N., & Farid. (2023). Entrepreneurial marketing and marketing performance through digital marketing capabilities of SMEs in post-pandemic recovery. Cogent Business and Management, 10(2). https://doi.org/10.1080/23311975.2023.2204592
Aligarh, F., Sutopo, B., & Widarjo, W. (2023). The antecedents of cloud computing adoption and its consequences for MSMEs’ performance: A model based on the Technology-Organization-Environment (TOE) framework. Cogent Business and Management, 10(2). https://doi.org/10.1080/23311975.2023.2220190
Ariyana, R. Y., Haryani, P., & Fatkhiyah, E. (2021). Pemanfaatan Marketplace Media Sosial Sebagai Sarana Promosi Produk Umkm Pada Kelompok Informasi Masyarakat Kabupaten …. Jurnal Dharma Bakti, 4(1), 67–76. https://ejournal.akprind.ac.id/index.php/dharma/article/view/3503%0Ahttps://ejournal.akprind.ac.id/index.php/dharma/article/download/3503/2564
Borg, W. R., & Gall, M. D. (2003). Educational research: an introduction (7th ed.). Longman.
Dieck, M. C. tom, & Jung, T. (2018). A theoretical model of mobile augmented reality acceptance in urban heritage tourism. Current Issues in Tourism, 21(2), 154–174. https://doi.org/10.1080/13683500.2015.1070801
Do, H. N., Shih, W., & Ha, Q. A. (2020). Effects of mobile augmented reality apps on impulse buying behavior: An investigation in the tourism field. Heliyon, 6(8), e04667. https://doi.org/10.1016/j.heliyon.2020.e04667
Dwijayanti, A., Komalasari, R., Harto, B., Pramesti, P., & Alfaridzi, M. W. (2022). Efektivitas Penggunaan Media Sosial Sebagai Sarana Promosi dan Pemasaran pada UMKM Sablon Anggi Screen di Era Digital. Ikra-Ith Abdimas, 6(2), 68–75. https://doi.org/10.37817/ikra-ithabdimas.v6i2.2408
Dwivedi, Y. K., Ismagilova, E., Hughes, D. L., Carlson, J., Filieri, R., Jacobson, J., Jain, V., Karjaluoto, H., Kefi, H., Krishen, A. S., Kumar, V., Rahman, M. M., Raman, R., Rauschnabel, P. A., Rowley, J., Salo, J., Tran, G. A., & Wang, Y. (2020). Setting the future of digital and social media marketing research: Perspectives and research propositions. International Journal of Information Management, July. https://doi.org/10.1016/j.ijinfomgt.2020.102168
Eze, S. C., Chinedu-Eze, V. C., Bello, A. O., Inegbedion, H., Nwanji, T., & Asamu, F. (2019). Mobile marketing technology adoption in service SMEs: a multi-perspective framework. Journal of Science and Technology Policy Management, 10(3), 569–596. https://doi.org/10.1108/JSTPM-11-2018-0105
Griffith, T. L., & Alpert, D. (2022). Creating Concrete Visions with Augmented Reality: Digital Transformation for Participative InnovationCompanies can leverage augmented reality in their innovation practice to “See in 3D—Think in 5T,” and align their talent, technology, and technique to their target and the times. Research Technology Management, 65(5), 34–43. https://doi.org/10.1080/08956308.2022.2093081
Halik, Ł., & Medyńska-Gulij, B. (2017). The Differentiation of Point Symbols using Selected Visual Variables in the Mobile Augmented Reality System. Cartographic Journal, 54(2), 147–156. https://doi.org/10.1080/00087041.2016.1253144
Key, T. M. (2017). Domains of Digital Marketing Channels in the Sharing Economy. Journal of Marketing Channels, 24(1–2), 27–38. https://doi.org/10.1080/1046669X.2017.1346977
Koeswahyono, I., Maharani, D. P., & Liemanto, A. (2022). Legal breakthrough of the Indonesian job creation law for ease, protection, and empowerment of MSMEs during the COVID-19 pandemic. Cogent Social Sciences, 8(1). https://doi.org/10.1080/23311886.2022.2084895
Kurniawan, Maulana, A., & Iskandar, Y. (2023). The Effect of Technology Adaptation and Government Financial Support on Sustainable Performance of MSMEs during the COVID-19 Pandemic. Cogent Business and Management, 10(1). https://doi.org/10.1080/23311975.2023.2177400
Laily, N., Riharja, I. B., Sidharta, R. Y., & Aristianti R, W. (2022). Media Sosial Sebagai Sarana Peningkatan Penjualan Umkm Kerajinan Di Gresik. SHARE: Journal of Service Learning, 8(1), 43–48. https://doi.org/10.9744/share.8.1.43-48
Lewis, J. R., & Sauro, J. (2009). The factor structure of the system usability scale. Lecture Notes in Computer Science (Including Subseries Lecture Notes in Artificial Intelligence and Lecture Notes in Bioinformatics), 5619 LNCS, 94–103. https://doi.org/10.1007/978-3-642-02806-9_12
Moeuf, A., Pellerin, R., Lamouri, S., Tamayo-Giraldo, S., & Barbaray, R. (2018). The industrial management of SMEs in the era of Industry 4.0. International Journal of Production Research, 56(3), 1118–1136. https://doi.org/10.1080/00207543.2017.1372647
Mutamimah, M., Alifah, S., & Adnjani, M. D. (2023). Corporate governance innovation framework to reduce credit risk in MSMEs using blockchain technology. Cogent Business and Management, 10(3). https://doi.org/10.1080/23311975.2023.2250504
Nursini, N. (2020). Micro, small, and medium enterprises (MSMEs) and poverty reduction: empirical evidence from Indonesia. Development Studies Research, 7(1), 153–166. https://doi.org/10.1080/21665095.2020.1823238
Prautami, I. (2022). Efektivitas Promosi melalui Media Sosial Instagram dan Facebook @Abouttng pada UMKM di Kota Tangerang. Jkbm (Jurnal Konsep Bisnis Dan Manajemen), 8(2), 153–164. https://doi.org/10.31289/jkbm.v8i2.6991
Rauschnabel, P. A., Felix, R., & Hinsch, C. (2019). Augmented reality marketing: How mobile AR-apps can improve brands through inspiration. Journal of Retailing and Consumer Services, 49(March), 43–53. https://doi.org/10.1016/j.jretconser.2019.03.004
Rovira Nordman, E., & Tolstoy, D. (2011). Technology Innovation in Internationalising SMEs. Industry and Innovation, 18(7), 669–684. https://doi.org/10.1080/13662716.2011.604472
Santoso, R., Yanu, A., Fianto, A., & Yurisma, D. Y. (2021). Strategi Komunikasi Pemasaran UMKM Kali Jegles Berbasis Digital. Tekmulogi: Jurnal Pengabdian Masyarakat, 1(2), 67–76.
Seo, D., Kim, E., & Kim, J. (2014). Finite Element Analysis & Augmented Reality based Mechanical Product Simulation Platform for Small-Medium sized Enterprise Industry. Advanced Science and Technology Letters, 64, 26–30. https://doi.org/10.14257/astl.2014.64.07
Situmorang, R., Kustandi, C., & Maudiarti, S. (2019). The Use of QR Code-based Digital Flashcard as a Media for Promotion and Socialization to Increase the Competitiveness of the Creative Economy and Small and …. International Conference on Education Technology, 372, 58–63. https://www.atlantis-press.com/proceedings/icoet-19/125925055
Sornsenee, P., Kongtragulsub, K., Watcharajiranich, K., Chantanuwat, R., Aungchayakul, A., Mangkhalathat, K., & Laparojkit, S. (2022). Factors Associated with Anxiety and Depression Among Micro, Small, and Medium Enterprise Restaurant Entrepreneurs Due to Thailand’s COVID-19-Related Restrictions: A Cross-Sectional Study. Risk Management and Healthcare Policy, 15, 1157–1165. https://doi.org/10.2147/RMHP.S359507
Subiyantoro, E., Muslikh, A. R., Andarwati, M., Swalaganata, G., & Pamuji, F. Y. (2022). Analisis Pemilihan Media Promosi UMKM untuk Meningkatkan Volume Penjualan Menggunakan Metode Analytical Hierarchy Process (AHP). Jurnal Teknologi Dan Manajemen Informatika, 8(1), 1–8. https://doi.org/10.26905/jtmi.v8i1.6760
Sudjatmoko, A., Ichsan, M., Astriani, M., Mariani, & Clairine, A. (2023). The Impact of COVID-19 Pandemic on the Performance of Indonesian MSME with Innovation as Mediation. Cogent Business and Management, 10(1). https://doi.org/10.1080/23311975.2023.2179962
Tarute, A., Nikou, S., & Gatautis, R. (2017). Mobile application driven consumer engagement. Telematics and Informatics, 34(4), 145–156. https://doi.org/10.1016/j.tele.2017.01.006
Yacob, S., Sulistiyo, U., Erida, E., & Siregar, A. P. (2021). The importance of E-commerce adoption and entrepreneurship orientation for sustainable micro, small, and medium enterprises in Indonesia. Development Studies Research, 8(1), 244–252. https://doi.org/10.1080/21665095.2021.1976657
Yaoyuneyong, G., Foster, J. K., & Flynn, L. R. (2014). Factors impacting the efficacy of augmented reality virtual dressing room technology as a tool for online visual merchandising. Journal of Global Fashion Marketing, 5(4), 283–296. https://doi.org/10.1080/20932685.2014.926129
Zahara, Z., Ikhsan, Santi, I. N., & Farid. (2023). Entrepreneurial marketing and marketing performance through digital marketing capabilities of SMEs in post-pandemic recovery. Cogent Business and Management, 10(2). https://doi.org/10.1080/23311975.2023.2204592
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Published
2024-04-27
How to Cite
Situmorang, R., Kustandi, C., & Khaerudin. (2024). How to Improved MSMEs Competitiveness in Indonesia?: Augmented Reality for Digital Marketing Innovation. JTP - Jurnal Teknologi Pendidikan, 26(1), 12–21. https://doi.org/10.21009/jtp.v26i1.38972
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