Moderator Model of Entertainment-Augmented Reality to Predict Visitor Intention: Findings from Indonesian Motor Show Events

This article aims to predict the impact of entertainment and augmented reality (AR) on visitor intention to visit Indonesia Motor Show event. An online questionnaire was used to gather data. Partly least squares structural equation modeling (PLS-SEM) approaches were used to examine data. The results demonstrate that the attraction of sales promotion girls significantly and positively impacts visitor intention. A significant and positive association between entertainment and intention to visit was also discovered. Augmented reality also significantly moderates sales promotion girls and visit intention, as well as significantly moderates entertainment and visit intention. As AR has a moderating impact on the visitor’s intention, the company as an organizer should optimize the use of AR to enhance visitor intention to attend the Indonesia Motor Show exhibition, to make visitors desire to return to the next year’s exhibition.