TRANSFORMASI DIGITAL DALAM PROMOSI REAL ESTATE: ANALISIS IMPLEMENTASI AUGMENTED REALITY PADA KARYAMAHASISWA ARSITEKTUR SEBAGAI REPRESENTASI INOVASI DIGITAL NATIVE

  • I Made Dedi Suardika Fakultas Sains dan Teknologi Universitas Ngurah Rai
  • Made Prarabda Karma Fakultas Sains dan Teknologi Universitas Ngurah Rai
  • Made Ratna Witari Fakultas Sains dan Teknologi Universitas Ngurah Rai
  • Made Mariada Rijasa Fakultas Sains dan Teknologi Universitas Ngurah Rai
DOI: https://doi.org/10.70358/jurnalakses.v17i1.1516
Keywords: architecture education, augmented reality, digital native, digitaltransformation, property promotion, real estate

Abstract

This study analyzes the implementation of Augmented Reality (AR) technology inarchitecture students' works in Real Estate courses as a representation of digital nativereadiness to face digital transformation in the property industry. Using a mixed-methodapproach with sequential explanatory design on three student projects: Skandinavilla (Villa27), Modern Villa Seminyak, and Sundara Town House. Analysis was conducted throughcontent analysis, comparative analysis, and thematic analysis. Results show that all threeprojects demonstrated consistency in using QR codes as AR gateway with varied promotionstrategies. Students showed high digital fluency with excellent to good technical integration,high content quality, and excellent marketing alignment. Digital native architecture studentshave developed significant digital competencies in integrating AR technology, reflectingreadiness to contribute to Indonesia's real estate industry digital transformation.

Published
2025-07-07
Issue
Vol 17 No 1 (2025): Jurnal Akses
Section
Articles

Copyright (c) 2025 I Made Dedi Suardika, Made Prarabda Karma, Made Ratna Witari, Made Mariada Rijasa

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