Qualitative Analysis: Acceptance of Android-Based Augmented Reality Technology Using a Mixture of Marker and Markerless Methods as a Product Differentiation Strategy

An android-based application with Augmented Reality technology using a mixture of the marker and markerless methods (MaDa AR) is one of the implementations of AMDK MaDa product differentiation strategy. This research aims to get an idea of the process of consumer acceptance of the design and features of applications that have been developed based on two factors of the Technology Acceptance Model (TAM) namely, perceived usefulness and perceived ease of use. The approach in this study is qualitative so that the data obtained is more in-depth, credible, and meaningful so that research objectives can be achieved. To get an overview of the phenomena related to the study in its entirety and depth, the researchers conducted observations, documentation studies, and live interviews with respondents who fit with the research criteria. The results of this study showed in the user's acceptance of this application, in addition to technology factors namely perceived factor of usefulness and perceived ease of use of TAM concept, other factors also found, namely knowledge and motivation factors of the user as well as factors of previous user experience.