Audience Engagement Model pada Konser Daring dengan Teknologi AR

This research aims to explore how the "audience engagement model" in online K-POP concerts assisted by Augmented Reality (AR) technology affects non-fans in Indonesia. Based on the findings, it was discovered that there are changes in attributes in each phase of engagement. Across all phases from point of engagement to disengagement, there were changes in the number of attributes, totaling 27 attributes, compared to the previous engagement model which had only 17 attributes. Therefore, there are 11 new attributes, including attention, awareness, challenge, control, curiosity, interactivity, positive affect, negative affect, admiration, feedback, and special interest. Furthermore, this research also refines the meaning and explanation of the loops and dots in the previous engagement model. The limitation of this study is that there have been rapid technological advancements, particularly in the organization of music concerts, within a short period of time. The research was conducted through semi-structured interviews with informants who had watched online K-POP concerts before but had not specifically watched the SMTOWN LIVE "Culture Humanity" 2021 concert, and who were also not fans of the artists performing in the concert. Several new values can be gleaned from this research. For event practitioners, this research can provide new and deeper knowledge and understanding, as well as suggestions for the "audience engagement model" in the SMTOWN LIVE "Culture Humanity" 2021 online concert with the assistance of AR technology for non-fans in Indonesia. For Augmented Reality (AR) practitioners, this research can provide new knowledge and deeper insight into the impact of using AR technology on audience engagement for non-fans of online K-POP concerts in Indonesia. There are several unique aspects of this research, including the addition of AR technology in online K-POP concerts and its effect on audience engagement described using attributes and loops & dots of each behavior given by the informants.