Peran Kemasan AR dan Strategi Pemasaran dalam Meningkatkan Keterlibatan Merek Dimediasi Kinerja Pemasaran Minuman Pala
DOI:
https://doi.org/10.37888/bjrm.v9i2.1011Abstract
Transformasi digital telah mengubah kemasan dari sekadar lapisan pelindung menjadi alat komunikasi strategis. Dengan mengintegrasikan Augmented Reality (AR) ke dalam kemasan dan strategi pemasaran, tercipta lingkungan phygital yang mampu mengubah narasi warisan budaya menjadi keunggulan bersaing yang terukur. Penelitian ini bertujuan untuk menyelidiki pengaruh langsung dan tidak langsung kemasan AR dan strategi pemasaran digital terhadap kinerja pemasaran, dengan brand engagement sebagai mediator, pada industri minuman kreatif berbasis rempah di Provinsi Maluku. Menggunakan pendekatan kuantitatif eksplanatori dan desain cross-sectional, data dikumpulkan dari 100 konsumen aktif dan dianalisis menggunakan Partial Least Squares Structural Equation Modeling (PLS-SEM). Temuan menunjukkan bahwa kemasan AR (β=0.457; p<0.001) dan strategi pemasaran digital (β=0.391; p<0.001) berdampak positif dan signifikan terhadap brand engagement, yang selanjutnya secara signifikan memengaruhi kinerja pemasaran (β=0.331; p<0.001). Brand engagement memediasi secara parsial hubungan antara kemasan AR dan kinerja pemasaran (VAF=41.7%) serta antara strategi pemasaran digital dan kinerja pemasaran (VAF=22.0%). Model struktural menunjukkan daya jelas dan prediktif yang kuat (R² Brand Engagement*=0.667; R² *Marketing Performance =0.812; Q²>0). Hasil ini memperluas penerapan kerangka Stimulus–Organism–Response (SOR) dan Resource-Based View (RBV) dalam konteks UKM warisan budaya di pasar berkembang, serta menawarkan panduan operasional bagi pelaku usaha untuk menyesuaikan investasi teknologi imersif dan strategi digital berdasarkan metrik keterlibatan multidimensi
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