Widyastuti Widyastuti, Yessy Artanti, Nindria Untarini, Monika Tiarawati, Renny Sari Dewi, Muhammad Rizky Ramadhan
This study aims to examine the theoretical models that influence the adoption of augmented reality (AR) by food and beverage SMEs in the form of online menus. This study used a quantitative approach, and the research instrument used a Likert scale. 115 people from food and beverage SMEs accustomed to using digital marketing participated in this study. Data analysis was conducted using SmartPLS 3. The results showed that IT knowledge, infrastructure, and organizational readiness are critical for AR adoption. These findings lead to practical implications for SMEs to adopt AR to help SMEs face technological challenges and sustainably improve their business performance to contribute to the economy. © 2026, SRAC - Romanian Society for Quality. All rights reserved.
Department of Management, Faculty of Economics and Business, University Negeri Surabaya, Surabaya, Indonesia; Department of Digital Business, Faculty of Economics and Business, University Negeri Surabaya, Surabaya, Indonesia
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