The Impact of AR-based Product Visualization on Customer Satisfaction in the Wall Paint Industry
A Survey-Based Study
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Keywords:
Product Visualization, Augmented Reality, Customer Satisfaction, Wall Paint Industry, Survey Method, Regression Analysis
Abstract
This study aims to analyze the impact of Augmented Reality (AR)-based Product Visualization on Customer Satisfaction in the wall paint industry. A quantitative survey method was employed, collecting primary data through questionnaires from customers of wall paint companies. Regression analysis was used to analyze the data and identify the influence of the independent variable (AR-based Product Visualization) on the dependent variable (Customer Satisfaction). The research results reveal that AR-based Product Visualization significantly affects customer satisfaction (t calculated > t critical, 11.155 > 1.980). Approximately 52.6% of the variation in customer satisfaction can be explained by AR-based Product Visualization. These findings indicate that the implementation of AR technology in the wall paint industry can enhance customer satisfaction.
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References
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[2] Huang, P. C., Cheng, Y. L., & Li, T. Y. (2020). Using augmented reality to enhance consumers' purchasing intention of wall paint products. Journal of Retailing and Consumer Services, 54, 101950.
[3] Götz, F. M., Höllerer, T., & Kothgassner, O. D. (2019). Augmented reality in the psychology of consumer behavior: Enhancing consumer decision-making through technology. Frontiers in Psychology, 10, 1736.
[4] Zeng, H., Lu, Y., Zhao, L., & Jiang, S. (2020). The Relationship Between Consumer Satisfaction and Loyalty: The Moderating Role of Switching Costs. Frontiers in Psychology, 11, 982.
[5] Chen, Y., Wang, Q., Chen, H., Song, X., Tang, H., & Tian, M. (2019). An overview of augmented reality technology. Journal of Physics: Conference Series, 1237(2). doi:10.1088/1742-6596/1237/2/022013
[6] Huang, P. C., Cheng, Y. L., & Li, T. Y. (2020). Using augmented reality to enhance consumers' purchasing intention of wall paint products. Journal of Retailing and Consumer Services, 54, 101950.
[7] Chen, Y. H., Huang, Y. C., & Chiu, M. L. (2020). How Augmented Reality Influences Consumer Purchase Decision: The Role of Presence and Perceived Risk. Journal of Business Research, 113, 227-237
[8] Kotler, P., Armstrong, G., Ang, S. H., Leong, S. M., & Tan, C. T. (2009). Marketing management: an Asian perspective. Pearson Education South Asia Pte Ltd.
[9] Ghozali, I. (2018). Aplikasi Analisis Multivariate dengan Program IBMSPSS25. Semarang: Badan Penerbit Universitas Diponegoro
[10] Sugiyono. (2017). Metode Penelitian Kuantitatif, kualitatif dan R&D. Bandung: Alfabet.
[11] Oliver, R. L. (1980). A cognitive model of the antecedents and consequences of satisfaction decisions. Journal of marketing research, 17(4), 460-469.
[12] Parasuraman, A., Zeithaml, V. A., & Berry, L. L. (1988). Servqual: a multiple-item scale for measuring consumer perc. Journal of retailing, 64(1), 12-40.
[13] Sugiyono. (2016). Metode Penelitian Kuantitatif, Kualitatif dan R&D. Bandung: PT. Alfabet
[14] Buchner, J., Buntins, K., & Kerres, M. (2022). The impact of augmented reality on cognitive load and performance: A systematic review. Journal of Computer Assisted Learning, 38(1), 285–303. https://doi.org/10.1111/jcal.12617
[15] Tjager, I Nyoman. Antonius Alijoyo., Humphrey R. Djemat., dan Bambang Soembodo. (2003). Corporate Governance: Tantangan Dan Kesempatan Bagi Komunitas Bisnis Indonesia. Surabaya: Prenhallindo.
[16] Gatter, S., Hüttl-Maack, V., & Rauschnabel, P. A. (2022). Can augmented reality satisfy consumers’ need for touch? Psychology and Marketing, 39(3), 508–523. https://doi.org/10.1002/mar.21618
Published
2023-05-31
How to Cite
[1]
F. Athoillah, “The Impact of AR-based Product Visualization on Customer Satisfaction in the Wall Paint Industry”, BIEJ, vol. 5, no. 2, pp. 169-175, May 2023.
Section
Articles
