PERANCANGAN SISTEM BERBASIS AUGMENTED REALITY MODEL UNTUK MENINGKATKAN EFEKTIVITAS OPERASIONAL PADA CV. TUNAS ABADI

This research addresses the phenomenon of operational inefficiency at CV. Tunas Abadi, which still relies on manual systems such as traditional product demonstrations. The purpose of this study is to design an augmented reality system to enhance operational effectiveness. The research focuses on operational effectiveness variables with the hypothesis that implementing an augmented reality-based system can improve process efficiency. Using the DMADV method (Define, Measure, Analyze, Design, Verify), key challenges were identified, strategic solutions developed, and the designed system validated. The results showed that waiting times were reduced from 3–4 days to instant access, demonstration costs were eliminated, and licensing bureaucracy was significantly shortened. In conclusion, the augmented reality system design proves effective in streamlining operational processes, enhancing marketing flexibility, and strengthening company competitiveness. This research implies that adopting digital technology is a strategic step towards business process transformation and sustainable growth in the digital era.