DEVELOPMENT OF A QR CODE-ASSISTED AUGMENTED REALITY LEARNING MODEL THROUGH BANGKA COMPOST PACKAGING FOR ENHANCING STUDENTS’ DIGITAL MARKETING COMPETENCIES
Published:
2026-10-07Downloads
Abstract
The rapid development of digital technology requires innovative learning approaches to enhance students’ digital marketing competencies and connect learning with authentic entrepreneurial contexts. This study aimed to develop and evaluate a QR Code-assisted Augmented Reality (AR) learning model through Bangka compost packaging for enhancing students’ digital marketing competencies. The study employed a Reaseach and Development (R&D) approach using the ADDIE model and involved 80 secondary school students enrolled in the mandatory Entrepreneurship subject from Grades X-XII at Madrasah Aliyah (MA) Terpadu Bina Insan Cendikia Muntok. The effectiveness of the learning model was evaluated through pre-test and post-test assessments of students’ digital marketing competencies. The collected data were analyzed using the Kolmogorov-Smirnov test, paired-samples t-test, normalized gain (N-Gain), and Cohen’s d effect size. The findings demonstrated a significant enhancement in students’ digital marketing competencies following the implementation of the learning model. Students showed improved understanding of product branding, packaging design, digital promotion, product value communication, and digital marketing concepts. The learning improvement was supported by a very large effect size and a moderate normalized gain, indicating meaningful progress in students’ competencies. The integration of QR Code and AR into authentic local product packaging provides an interactive learning experience that connects entrepreneurship education with digital technology and practical digital marketing concepts. By and large, the developed QR Code-assisted AR learning model shows promising potential as a contextual and technology-supported approach for enhancing digital marketing competencies among secondary school students in the mandatory Entrepreneurship subject.
Keywords:
Augmented Reality QR Code Digital Learning Media Digital Marketing Bangka Compost Packaging Entrepreneurship subjectReferences
Al-Ansi, A. M., Jaboob, M., Garad, A., & Al-Ansi, A. (2023). Analyzing augmented reality (AR) and virtual reality (VR) recent development in education. Social Sciences and Humanities Open, 8(1). https://doi.org/10.1016/j.ssaho.2023.100532
AlNajdi, S. M. (2022). The effectiveness of using augmented reality (AR) to enhance student performance: using quick response (QR) codes in student textbooks in the Saudi education system. Educational Technology Research and Development. https://doi.org/10.1007/s11423-022-10100-4
Arena, F., Collotta, M., Pau, G., & Termine, F. (2022). An Overview of Augmented Reality. In Computers. https://doi.org/10.3390/computers11020028
Bacca, J., Baldiris, S., Fabregat, R., Graf, S., & Kinshuk. (2014). Augmented reality trends in education: A systematic review of research and applications. Educational Technology and Society.
Barteit, S., Lanfermann, L., Bärnighausen, T., Neuhann, F., & Beiersmann, C. (2021). Augmented, mixed, and virtual reality-based head-mounted devices for medical education: Systematic review. In JMIR Serious Games. https://doi.org/10.2196/29080
Bhagat, K. K., Yang, F. Y., Cheng, C. H., Zhang, Y., & Liou, W. K. (2021). Tracking the process and motivation of math learning with augmented reality. Educational Technology Research and Development. https://doi.org/10.1007/s11423-021-10066-9
Buchner, J., & Kerres, M. (2021). Students as designers of augmented reality: Impact on learning and motivation in computer science. Multimodal Technologies and Interaction. https://doi.org/10.3390/mti5080041
Candido, V., & Cattaneo, A. (2025). Applying cognitive theory of multimedia learning principles to augmented reality and its effects on cognitive load and learning outcomes. Computers in Human Behavior Reports. https://doi.org/10.1016/j.chbr.2025.100678
Chaffey, D., & Ellis-Chadwick, F. (2022). (2022). Digital marketing: Strategy, implementation and practice (8th ed.). In Proceedings of the National Academy of Sciences.
Chang, H. Y., Binali, T., Liang, J. C., Chiou, G. L., Cheng, K. H., Lee, S. W. Y., & Tsai, C. C. (2022). Ten years of augmented reality in education: A meta-analysis of (quasi-) experimental studies to investigate the impact. Computers and Education, 191(August), 104641. https://doi.org/10.1016/j.compedu.2022.104641
Deng, Y., Liu, P., & Xu, C. (2024). Research on Application Mode of ADDIE Model in Programming Course. https://doi.org/10.2991/978-94-6463-238-5_100
Dr. Ravi Kumar, R. Madhumitha, Monisha Suthar, & Mushraff.Y. (2024). THE EFFECTIVENESS OF VIRTUAL REALITY AND AUGMENTED REALITY IN DIGITAL MARKETING CAMPAIGNS. EPRA International Journal of Economics, Business and Management Studies. https://doi.org/10.36713/epra16813
Ebele, O. M., & Kasimu, E. (2025). Virtual Reality and Augmented Reality in Enhancing Experiential Learning in Business and Entrepreneurship Education Curriculum at Delta State. 2(2), 73–80.
Egger, J., & Masood, T. (2020). Augmented reality in support of intelligent manufacturing – A systematic literature review. In Computers and Industrial Engineering. https://doi.org/10.1016/j.cie.2019.106195
Erwis, F., Jixiong, C., Rahayu, N., Raharja, A. R., & Zebua, R. S. Y. (2024). Use of Augmented Reality (AR) in Mobile Learning for Natural Science Lessons. Journal of Social Science Utilizing Technology. https://doi.org/10.70177/jssut.v2i1.784
Garg, N., Kaur, A., Ahmad, F., & Dutta, R. (2025). Augmenting Education: The Transformative Power of AR, AI, and Emerging Technologies. Human Behavior and Emerging Technologies, 2025(1). https://doi.org/10.1155/hbe2/5681184
Kalemkuş, J., & Kalemkuş, F. (2023). Effect of the use of augmented reality applications on academic achievement of student in science education: meta analysis review. Interactive Learning Environments. https://doi.org/10.1080/10494820.2022.2027458
Karentius, M. R., & Hardiyantari, O. (2025). Pengembangan Media Pembelajaran Augmented Reality untuk Materi Sistem Pencernaan Manusia. Jambura Journal of Informatics. https://doi.org/10.37905/jji.v1i1.29708
Li, P., Yang, J., Jiménez-Carvelo, A. M., & Erasmus, S. W. (2024). Applications of food packaging quick response codes in information transmission toward food supply chain integrity. Trends in Food Science and Technology, 146(February). https://doi.org/10.1016/j.tifs.2024.104384
Lin, Q., & Ironsi, C. S. (2024). Incorporating augmented reality into teaching marketing strategies: Perspectives from business education teachers and students. International Journal of Management Education. https://doi.org/10.1016/j.ijme.2024.101080
Lin, Y., & Yu, Z. (2023). A meta-analysis of the effects of augmented reality technologies in interactive learning environments (2012–2022). In Computer Applications in Engineering Education. https://doi.org/10.1002/cae.22628
Mahendru, N., Mai, N., & Hin, H. S. (2024). Elevating Students’ Shared Learning Experiences with Augmented Reality in a Digital Marketing Classroom. International Journal of Learning, Teaching and Educational Research. https://doi.org/10.26803/ijlter.23.5.5
Mardatillah, A., Angraini, L. M., & Yuliani, S. (2024). Enhancing marketing performance in batik Malay industry: optimization competitive advantage by leveraging augmented reality marketing. Cogent Business and Management, 11(1). https://doi.org/10.1080/23311975.2024.2431187
Meriyati, M., Nitin, M., Bradford, S., & Wiliyanti, V. (2024). The Impact of Applying Augmented Reality Technology in Learning on Student Learning Experiences. Journal Emerging Technologies in Education. https://doi.org/10.70177/jete.v2i2.1067
Mitrović, K., Spajić, J., Milić, B., Bošković, D., & Lalić, D. (2024). Rebranded Reality: How AR Brand Experience impacts Brand Equity. Tehnicki Vjesnik. https://doi.org/10.17559/TV-20240209001321
Montiel, I., Delgado-Ceballos, J., Ortiz-de-Mandojana, N., & Antolin-Lopez, R. (2020). New Ways of Teaching: Using Technology and Mobile Apps to Educate on Societal Grand Challenges. Journal of Business Ethics. https://doi.org/10.1007/s10551-019-04184-x
Nisa, A. H., Mujib, M., & Putra, R. W. Y. (2020). Efektivitas E-Modul dengan Flip Pdf Professional Berbasis Gamifikasi Terhadap Siswa SMP. Jurnal Pendidikan Matematika Raflesia.
Nugroho, D. D. R., & Febrianta, M. Y. (2024a). The Influence of Augmented Reality on Purchase Intentions through Consumers of Madame Gie Products. International Journal of Current Science Research and Review. https://doi.org/10.47191/ijcsrr/v7-i2-38
Nugroho, D. D. R., & Febrianta, M. Y. (2024b). The Influence of Augmented Reality on Purchase Intentions through Consumers of Madame Gie Products. International Journal of Current Science Research and Review, 07(02), 1199–1211. https://doi.org/10.47191/ijcsrr/v7-i2-38
Osman, S. (2020). The Effect of Augmented Reality Application toward Student’s Learning Performance in PC Assembly. International Journal of Advanced Trends in Computer Science and Engineering, 9(1.4), 401–407. https://doi.org/10.30534/ijatcse/2020/5791.42020
Prasetya, F., Fortuna, A., Samala, A. D., Rawas, S., Mystakidis, S., Syahril, Waskito, Primawati, Wulansari, R. E., & Kassymova, G. K. (2024). The impact of augmented reality learning experiences based on the motivational design model: A meta-analysis. In Social Sciences and Humanities Open. https://doi.org/10.1016/j.ssaho.2024.100926
Rusmana, D., Abdul Fattah, F., Patmi Rahayu, W., & Hidayat, R. (2025). Evaluating Augmented Reality-Supported Project-Based Learning in Digital Economics and Business Education: An Experimental Study. Didaktika: Jurnal Kependidikan, 14(3), 4183–4202. https://doi.org/10.58230/27454312.2619
Salkovska, J., Batraga, A., Kaibe, L., Kalkis, H., Kellerte, K., & Minskere, L. (2024). Use of augmented reality tools in marketing communication with the audience. International Journal of Learning and Change. https://doi.org/10.1504/IJLC.2024.140891
Schein, K. E., Rauschnabel, P. A., Praxmarer-Carus, S., & Babin, B. J. (2026). Unpacking augmentation quality and local presence: Factors that drive effective augmented reality marketing. Journal of the Academy of Marketing Science. https://doi.org/10.1007/s11747-025-01108-2
Seidametova, Z. S., Abduramanov, Z. S., & Seydametov, G. S. (2021). Using augmented reality for architecture artifacts visualizations. CEUR Workshop Proceedings.
Situmorang, R., Kustandi, C., Maudiarti, S., Widyaningrum, R., & Ariani, D. (2021). Entrepreneurship Education Through Mobile Augmented Reality for Introducing SMEs in Higher Education. International Journal of Interactive Mobile Technologies. https://doi.org/10.3991/ijim.v15i03.18437
Söderström, C., Mikalef, P., Dypvik Landmark, A., & Gupta, S. (2024). Augmented reality (AR) marketing and consumer responses: A study of cue-utilization and habituation. Journal of Business Research. https://doi.org/10.1016/j.jbusres.2024.114813
Spatioti, A. G., Kazanidis, I., & Pange, J. (2022). A Comparative Study of the ADDIE Instructional Design Model in Distance Education. In Information (Switzerland). https://doi.org/10.3390/info13090402
Tarafdar, P., Leung, A. C. M., Yue, W. T., & Bose, I. (2024). Understanding the impact of augmented reality product presentation on diagnosticity, cognitive load, and product sales. International Journal of Information Management. https://doi.org/10.1016/j.ijinfomgt.2023.102744
Thangavel, S., Sharmila, K., & Sufina, K. (2025). Revolutionizing Education Through Augmented Reality (AR) and Virtual Reality (VR): Innovations, Challenges and Future Prospects. Asian Journal of Interdisciplinary Research, 8(1), 1–28. https://doi.org/10.54392/ajir2511
Tian, X., & Ironsi, C. S. (2025). Examining the impact of augmented reality on students’ learning outcomes. Scientific Reports. https://doi.org/10.1038/s41598-025-20833-w
Ulfah Catur Afriasih, M., Watye, R., Annissa, R., & Mandasari, D. (2024). Mobile-augmented Reality for Improving Student Entrepreneurial Mindset By Business Model Canvas. KnE Engineering, 2024, 361–367. https://doi.org/10.18502/keg.v6i1.15400
Yoo, J., Kim, J. H., Kim, M., & Park, M. (2024). Imagery evoking visual and verbal information presentations in mobile commerce: the roles of augmented reality and product review. Journal of Research in Interactive Marketing. https://doi.org/10.1108/JRIM-08-2022-0253
License
Copyright (c) 2026 Ummu Artha Tsary Rumalessin, Lusi Olis Vera, Putri Armelia Prayesi, Rezky Novaditya Ramadhansyah, Melky Mayfarel
This work is licensed under a Creative Commons Attribution 4.0 International License.
Downloads
How to Cite
