THE IMPACT OF CUSTOMER EXPERIENCE AND AUGMENTED REALITY TO ATTRACT MOTORCYCLE PURCHASES

Indonesias transportation landscape is rapidly evolving, as seen in the growing preference for automatic motorcycles, especially among young people. This study investigates how customer experience and Augmented Reality (AR) technology influence the intention to purchase motorcycles. Based on data from 400 respondents aged 20 24 in Cirebon City, the results show that both factors positively affect buying interest, with AR playing the most significant role..AR technology allows potential buyers to virtually explore various motorcycle models, examining features, colours, and designs in real-time via their screens. This interactive experience not only makes the buying process more engaging but also helps reduce doubts, leading to greater confidence when making a purchase decision.These findings highlight AR s growing importance as an innovative marketing tool, particularly for younger, tech-savvy consumers. For motorcycle manufacturers and dealers, adopting AR in their marketing strategies offers a valuable way to improve product presentation, build stronger connections with potential buyers, and boost sales performance.