Implementasi Augmented Reality Sebagai Inovasi Media Promosi Digital di ITB STIKOM BALI

Ni Wayan Ari Ulandari Ulandari; I Putu Warma Putra Warma; Ni Made Astiti Astiti

doi:10.30736/jti.v11i02.1738

Authors

Ni Wayan Ari Ulandari Ulandari Institut Teknologi dan Bisnis STIKOM Bali
I Putu Warma Putra Warma Institut Teknologi dan Bisnis STIKOM Bali
Ni Made Astiti Astiti Institut Teknologi dan Bisnis STIKOM Bali

DOI:

https://doi.org/10.30736/jti.v11i02.1738

Keywords:

Augmented Reality, pemasaran digital, brosur interaktif, ITB STIKOM Bali, promosi pendidikan

Abstract

Studi ini diarahkan untuk menerapkan AR sebagai terobosan dalam promosi digital ITB STIKOM Bali melalui rancangan brosur interaktif yang berfungsi sebagai wahana penyampaian informasi perguruan tinggi kepada calon mahasiswa. Pengujian melibatkan 67 calon mahasiswa yang ditetapkan secara purposive dengan ketentuan usia 18–20 tahun, menggunakan perangkat Android sekurang-kurangnya versi 16, serta bersedia mengikuti tahapan evaluasi. Pengumpulan data memanfaatkan kuesioner berisi 15 butir pernyataan dengan rentang Likert 1–5, meliputi usability, ketertarikan, interaksi, komparasi AR dengan brosur biasa, minat, dan penerimaan pengguna. Pengolahan data mencakup pengujian validitas melalui korelasi Pearson Product Moment, pengujian konsistensi instrumen menggunakan Cronbach’s Alpha, serta telaah deskriptif berdasarkan rerata skor dan persentase ketercapaian. Hasil pengujian memperlihatkan bahwa media promosi berunsur AR secara agregat memperoleh rerata 4,11 atau setara dengan capaian 82,15%, sehingga tanggapan pengguna berada pada taraf sangat baik. Pada dimensi penerimaan, rerata yang diperoleh mencapai 4,07 dengan capaian 81,49%. Temuan tersebut mengindikasikan bahwa AR mampu menghadirkan bentuk penyajian informasi yang lebih interaktif dan memikat bagi calon mahasiswa, sekaligus membuka peluang pemanfaatannya sebagai pendamping brosur konvensional dalam mengenalkan informasi kampus.

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