Musytari : Jurnal Manajemen, Akuntansi, dan Ekonomi

Vol. 25 No. 8 (2026): Musytari: Neraca Manajemen, Akuntansi, dan Ekonomi, ISSN 3025-9495
Articles

ANALISIS PEMANFAATAN TEKNOLOGI AUGMENTED REALITY (AR) UNTUK MENINGKATKAN DAYA TARIK WISATA SEJARAH DAN BUDAYA

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  • Carnaval Rego Rio Sidabutar,
  • Mochammad Fahmi,
  • Akmil Asril,
  • Ni Luh Widi Rahayu
Carnaval Rego Rio Sidabutar
Universitas Bali Internasional Muhammadiyah
Mochammad Fahmi
Universitas Bali Internasional Muhammadiyah
Akmil Asril
Universitas Bali Internasional Muhammadiyah
Ni Luh Widi Rahayu
Universitas Bali Internasional Muhammadiyah
DOI: https://doi.org/10.2238/h06ne337

Published 2026-07-08

Keywords

  • Augmented Reality; daya tarik wisata; wisata sejarah; wisata budaya; teknologi digital.

How to Cite

ANALISIS PEMANFAATAN TEKNOLOGI AUGMENTED REALITY (AR) UNTUK MENINGKATKAN DAYA TARIK WISATA SEJARAH DAN BUDAYA . (2026). Musytari : Jurnal Manajemen, Akuntansi, Dan Ekonomi, 25(8). https://doi.org/10.2238/h06ne337

Abstract

Penelitian ini bertujuan untuk menganalisis pengaruh pemanfaatan teknologi Augmented Reality (AR) terhadap peningkatan daya tarik wisata sejarah dan budaya. Industri pariwisata menghadapi tantangan dalam menyajikan warisan sejarah kepada generasi digital native yang menginginkan pengalaman interaktif dan imersif. Teknologi AR hadir sebagai solusi inovatif yang mampu menghidupkan kembali narasi sejarah melalui visualisasi digital yang interaktif. Penelitian ini menggunakan pendekatan kuantitatif dengan metode survei yang melibatkan 100 responden wisatawan di destinasi wisata sejarah dan budaya Daerah Istimewa Yogyakarta yang telah mengimplementasikan teknologi AR. Pengumpulan data dilakukan melalui kuesioner dengan skala Likert, dan analisis data menggunakan statistik deskriptif serta regresi linear sederhana. Hasil penelitian menunjukkan bahwa pemanfaatan teknologi AR berada pada kategori sangat tinggi dengan nilai rata-rata 4,30, dan daya tarik wisata juga berada pada kategori sangat tinggi dengan nilai rata-rata 4,28. Hasil analisis regresi membuktikan terdapat pengaruh positif dan signifikan antara pemanfaatan teknologi AR terhadap peningkatan daya tarik wisata sejarah dan budaya dengan nilai koefisien regresi 0,678 dan signifikansi 0,000. Nilai koefisien determinasi sebesar 0,572 menunjukkan bahwa teknologi AR berkontribusi sebesar 57,2 persen terhadap peningkatan daya tarik wisata, sementara sisanya dipengaruhi oleh faktor lain di luar model. Temuan ini mengindikasikan bahwa implementasi AR efektif dalam meningkatkan minat berkunjung, kepuasan pengalaman, dan niat merekomendasikan destinasi. Penelitian ini merekomendasikan agar pengelola destinasi wisata terus mengembangkan konten AR yang edukatif dan interaktif, serta menjalin kerjasama dengan berbagai pemangku kepentingan untuk mendukung transformasi digital sektor pariwisata berbasis warisan budaya.
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