MEASURING CONSUMER REACTIONS TO AUGMENTED REALITY IN THE FITTING PROCESS IN BUYING ACCESSORIES USING IN-DEPTH INTERVIEW CASE STUDY OF INTERAXE.ID
Since all businesses have to improve their marketing digitally, as well as increase customer interactions, it takes a platform that is widely accessed by all people during this digitalization era, namely social media. In this digitalization era, most people browse online shop catalogs especially...
Saved in:
| Main Author: | |
|---|---|
| Format: | Final Project |
| Language: | Indonesia |
| Online Access: | https://digilib.itb.ac.id/gdl/view/67071 |
| Tags: |
Add Tag
No Tags, Be the first to tag this record!
|
| Institution: | Institut Teknologi Bandung |
| Language: | Indonesia |
| Summary: | Since all businesses have to improve their marketing digitally, as well as increase
customer interactions, it takes a platform that is widely accessed by all people during this
digitalization era, namely social media. In this digitalization era, most people browse
online shop catalogs especially in the fashion industry through Instagram and
e-commerce. Therefore, Instagram can be said as the main marketing platform that has to
present product visualization. Not only provide portfolios and catalogs that can be
accessed publicly, but the company can also design various marketing content to increase
the audience’s knowledge about the products as well as the digitalization itself.
INTERAXE.ID came up with a relatively new innovation with Instagram platform as
their entry market, where the company had to increase the audiences’ awareness and
familiarity which will lead to costumer’s acceptance and gaining early adopters. The
results of this study are how to overcome the shortcomings and lack of the feature offered
by INTERAXE.ID and the best approach to market it digitally.
Keywords: INTERAXE.ID; Marketing Strategy; Social Media; Instagram; Costumer’s
Acceptance; Early Adopters |
|---|