Authors - Darma Rika Swaramarinda, Eka Dewi Utari, Alifah Kusumaningrum, Sri Kartikowati, Muh. Darwis, Triesninda Pahlevi, Zsany Zahra Ailliya Abstract - This study aims to determine the effectiveness and acceptance of Augmented Reality (AR) among office administration lecturers in Indonesia by adopting the Technology Acceptance Model (TAM). This study examines the relationship between Perceived Ease of Use (PEOU), Perceived Effectiveness (PU), Attitude Toward Use (ATU), Behavioral Intention to Use (BITU), and Actual Behavior (AB). Data were collected through a survey of lecturers from three state universities in Indonesia and analyzed using the Partial Least Squares Structural Equation Modeling (PLS-SEM) method. The results showed that Perceived Effectiveness had a positive and significant effect on Attitude Toward Used (β = 0.613; p < 0.001), which indicates that lecturers tend to have a positive attitude towards the use of AR when they feel the benefits of the technology in the learning process. In addition, Attitude Toward Use had a positive and significant effect on Behavioral Intention to Use (β = 0.419; p < 0.001), while Behavioral Intention to Use had a positive and significant effect on Actual Behavior (β = 0.405; p = 0.001). The results of the mediation analysis also showed that Attitude Toward Use partially mediated the relationship between Perceived Effectiveness and Behavioral Intention to Use, while Behavioral Intention to Use mediated the relationship between Attitude Toward Use and Actual Behavior. The results of this study provide strategic implementation for universities in strengthening AR based learning innovation to improve the quality and competitiveness in the era of digital transformation.
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