Augmented Reality Adoption and Omnichannel Implementation: Dual Impact to Global Market Expansion Orientation

  • Muhammad Yusuf Ariyadi Universitas Muhammadiyah Karanganyar
  • Cucut Hariz Pratomo
  • Muhammad Abdul Karim Digital Business, Faculty of Communication and Business, Universitas Muhammadiyah Karanganyar
DOI: https://doi.org/10.33059/jmk.v15i1.13759
Keywords: agile marketing, augmented reality, fintech, HR transform, omnichannel, SME

Abstract

The acceleration development of digital technology in the era of Industry 4.0 demands micro, small, and medium enterprises (MSMEs), particularly in the apparel sector, to adopt innovative strategies to strengthen their competitiveness. However, limited digital literacy, ineffective marketing integration, and the low utilization of financial technology remain key obstacles. This study aims to analyze the implementation of augmented reality (AR) as a technological innovation to enhance product visualization, evaluate the effectiveness of omnichannel strategies in expanding market reach, assess the role of agile marketing in increasing responsiveness, examine the contribution of fintech to operational efficiency, and identify the impact of human resource transformation on digital adaptability of apparel MSMEs. Using a mixed-methods sequential explanatory design, this research involves in-depth interviews with five leading MSMEs and a quantitative survey administered to 240 apparel MSMEs in Karanganyar Regency. A pre–post treatment was conducted to test a simple AR hologram prototype as an engagement enhancer. The findings indicate that AR improves customer interaction with products, while omnichannel strategies foster consistency and strengthen hybrid marketing performance. The integration of agile marketing, fintech, and HR transformation serves as a reinforcing driver for digital adoption. The novelty of this study lies in the development of a dual strategic innovation model that combines AR and omnichannel tailored to local MSME capabilities. The implications highlight the need for practical digital transformation frameworks and easy-to-adopt technological tools for MSMEs pursuing global market expansion.

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Published
2026-09-12
How to Cite
Ariyadi, M. Y., Pratomo, C. H., & Abdul Karim, M. (2026). Augmented Reality Adoption and Omnichannel Implementation: Dual Impact to Global Market Expansion Orientation. Jurnal Manajemen Dan Keuangan, 15(1), 376-387. https://doi.org/10.33059/jmk.v15i1.13759
Issue
Vol 15 No 1 (2026): Journal Management and Finance
Section
Articles

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