Abstract:
the paper aims to investigate the relationship between augmented
reality, customer purchase intention, customer brand relationship and
customer experience using survey data from 320 respondents. The study uses
Chi-square test via Kruskal-Walis test to determine if the hypotheses were
accepted or rejected. The existence of the relationship between variables was
proven via the measuring of Spearman Correlation. The research indicated
that there is a positive relationship between augmented reality and customer
purchase intention along with positive relationship between augmented
reality and customer brand relationship, augmented reality, and customer
experience. Empirically, this is the first paper to link the dots and find the
relationship between the variables constructed by the researchers based on
literature. Based on the research findings, policy implications and
suggestions to further understand the relation and help using AR in
marketing.
