Augmented Reality Web Platform for Real-time Configuration of Brownie Products by Physics Student of FPMIPA UPI

INTRODUCTION

Augmented Reality (AR) has transformed into one of the most exponentially growing technologies in the modern era. This technology offers a unique interactive experience by superimposing computer-generated digital objects into the user's physical environment in real-time. In other words, AR bridges the gap between the real world and the virtual world, enriching users' perception of reality with relevant digital information and content (Pavlik & Bridges, 2013).

The development of web-based Augmented Reality (web-based AR) represents a disruptive innovation in the AR technology landscape, changing the paradigm of accessibility and efficiency in the delivery of interactive experiences. This approach utilises the capabilities of the browser as the main platform for presenting AR content directly to the user, eliminating the need for specialised application installations. This strategy has significant implications for several crucial aspects (Qiao et al., 2019).

Firstly, web-based AR fundamentally reduces the barrier of entry for users. The elimination of the app download and installation process minimises friction and enables wider adoption, especially for users who are reluctant or do not have enough storage capacity for additional apps. Secondly, this web-based architecture inherently supports cross-platform compatibility. Unlike native applications that are tied to a specific operating system, web-based AR has the potential to run on a wide range of devices and operating systems (e.g., Android, iOS, Windows) provided that the device is equipped with a web browser that meets relevant standards, such as WebGL support for 3D graphics rendering. Third, the content distribution model is undergoing a significant transformation. Instead of relying on app distribution mechanisms through complex app stores, developers can distribute their AR experiences through simple URL links. This simplifies content deployment, accelerates development iteration cycles, and reduces logistical complexity. Fourth, web-based AR leverages a mature and established ecosystem of web technologies, including HTML5, JavaScript, and WebGL (Qiao et al., 2019).

This facilitates the integration of AR functionality into existing web applications and allows web developers to utilise the expertise they already have (Wu et al., 2013). As such, web-based AR opens up new opportunities for the application of AR in various domains, ranging from interactive marketing and advertising, product visualisation in e-commerce, immersive learning experiences in education, to simulation and training in industry, with a more efficient and accessible delivery model.

In this project, a web-based AR application is developed as a supporting instrument for the marketing strategy of a brownie company. The integration of AR technology into the marketing domain is intended to facilitate the creation of a more immersive and engaging interactive experience for potential customers. The use of AR enables direct virtual interaction with products (Lyrid, 2022), where customers can dynamically visualise and modify product attributes, such as size, toppings, or brownie variants, in a near-reality representation. This technology provides proportional visualisation of brownie size and shape, providing a more concrete and informative experience than conventional marketing methods, thus bridging the gap between digital representation and physical perception of the product.

The application of AR in marketing is not limited to increasing convenience for customers, but also plays a role in projecting an innovative and modern corporate image. Future prospects show that the integration of AR into marketing strategies has the potential to become an industry standard, given its capability to increase customer engagement and accelerate the consumer decision-making cycle. Empirical studies even indicate that AR has the potential to boost purchase intentions and provide a more positive user experience (Carmigniani & Furht, 2011; Javornik, 2016).

This article will elaborate on the development of a web-based AR application for marketing brownie products, including the formulation of development objectives, the stages of the development process implemented, and the analysis of its potential impact on marketing innovation in the context of the food industry. Through the implementation of this technology, it is expected to achieve significant progress and make a substantial contribution to digital transformation in modern marketing practices.

METHOD

This research adopts a development research methodology with a focus on designing, implementing, and evaluating a web-based Augmented Reality (AR) application as an interactive marketing instrument for brownie companies. This methodology was chosen because it is relevant to the research objectives to produce a product, in this case a web-based AR application, and test its effectiveness. The stages of this research include:

Systematic Literature Study