Source: Untar Public Relations – ER

The Open Examination of the Doctor of Management Science Study Program (DIM) declared Claudia Gita Hapsari eligible to receive a doctoral degree with a cum laude distinction on Tuesday (27/8/2024) at the Auditorium of Untar Campus I.

Claudia successfully defended her dissertation titled “The Influence of Augmented Reality Marketing on Online Impulse Buying Intention Decisions with Hedonic Value and Utilitarian Value as Mediating Variables and Big Five Personality Traits as Moderating Variables in DKI Jakarta.”

The research aimed to analyze the influence of Augmentation Quality, Personalization, and Interactivity on Hedonic Value among consumers shopping through makeup e-commerce applications that utilize Augmented Reality (AR) technology in DKI Jakarta.

AR Marketing is one of the latest technologies used in the marketing sector due to its ability to create engaging, useful, and immersive experiences for customers when trying products.

The study considers AR Marketing an important area of research given consumers’ growing demand for meaningful experiences, in line with the experience economy theory.

The open examination was chaired by Untar Rector Prof. Dr. Ir. Agustinus Purna Irawan, M.T., M.M., I.P.U., ASEAN Eng. The primary promoter was Prof. Dr. Haris Maupa, S.E., M.Si., while the co-promoter was Prof. Dr. Otto Randa Payangan, S.E., M.Si.

The examination panel also included Prof. Dr. Ir. Dyah Erny Herwindiati, M.Si., and Dr. Cokki, S.E., M.M. as internal examiners, as well as Prof. Dr. Mahlia Muis, S.E., M.Si. as the external examiner.

“Because Gita is still very young, at only 29 years old, she has a long journey ahead of her. Therefore, my message is to pursue your career, uphold your commitments, and always respect others,” said the Primary Promoter.

Claudia is a graduate of Untar’s Bachelor of Management Program and Master of Management Science Program, and she has now become Untar’s 13th Doctor of Management Science graduate. (DP/YS/KJ)