The Use of Augmented Reality in Café’s Interior to Enhance Customer Experience

Abstract

Immersive media, as a part of digital technology draw interest both in industries and society as well, and Augmented Reality as a part of it gettinga wider attention with Pokemon Go phenomenon. The implication of its phenomenon touch marketing business, as industries try to utilize AR technology in their marketing strategy. With the help of smartphone technology, AR can be accessed by common people everywhere, and for a café ownerit means change in prioritize, from place’s physical aesthetic to visitor experience in visual uniqueness bydigital media. AR is used in the café by offering a new alternative to visitor’s experience, who take a selfie by combining interior reality and virtual reality into a single camera shot. The easeto change the design and concept become an advantage of AR usability to utilize by the café’s owner to applicate their ideas and create a new concept to appeal visitor and increase visitation number. This study aims toexamine perceived hedonic values and customer’s perceived uniqueness towards café’s visit intention, a stimulated self-administered questionnaireis used in selected café as a study-case object and interviews is used to deepen the data gathered. This research resulting asignificance of AR technology in improving visitor’s experience and supporting business marketing by support new selfies experience to visitor. This study provides an overview of immersive media utilization in marketing strategy and customer experience in hospitality business.