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All Journal Jurnal Ilmu Lingkungan Jurnal Pariwisata Pesona International Research Journal of Business Studies (E-Journal) International Journal of Supply Chain Management Abdi: Jurnal Pengabdian dan Pemberdayaan Masyarakat Community Development Journal: Jurnal Pengabdian Masyarakat Jurnal Abdimas Ilmiah Citra Bakti (JAICB) Dinamika Lingkungan Indonesia SYNERGY: Jurnal Bisnis dan Manajemen CANANG: Jurnal Pengabdian Masyarakat VALUTA Jurnal Administrasi Bisnis, Manajemen dan Ekonomi Jurnal Penelitian Pendidikan Indonesia KOLABORATIF: Jurnal Isu Sosial dan Tinjauan Kebijakan
Mardatillah*, Annisa
Administrasi Bisnis Universitas Islam Riau
Agriculture, Biological Sciences & Forestry Arts Humanities Chemical Engineering, Chemistry & Bioengineering Chemistry Computer Science & IT Decision Sciences, Operations Research & Management Earth & Planetary Sciences Economics, Econometrics & Finance Education Engineering Environmental Science Health Professions Industrial & Manufacturing Engineering Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Mathematics Medicine & Pharmacology Physics Public Health Social Sciences Transportation Other

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Integrasi Augmented Reality Berbasis Budaya Lokal dalam Pemasaran UMKM untuk Keunggulan Kompetitif Annisa Mardatillah; Sri Yuliani; Lilis Marina Angraini; Yusnidar Yusnidar
SYNERGY: Jurnal Bisnis dan Manajemen Vol 6, No 1 (2026)
Publisher : Pelantar Press

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.52364/synergy.v6i1.89

Abstract

In order to better understand how culture-based augmented reality (AR) helps MSMEs in the creative sector boost their competitive edge, this study looks into the topic. Prior research has mostly focused on augmented reality (AR) as a promotional or technological tool, but little focus has been placed on how AR might be used to strategically activate local cultural values. This study uses a qualitative methodology to fill this gap by applying NVivo-assisted thematic analysis to the analysis of observational and in-depth interview data. According to the results, culture-based augmented reality serves as a fundamental strategic tool that combines digital marketing strategy, user experience, product differentiation, and cultural authenticity. By converting cultural histories, symbols, and identities into immersive digital interactions, augmented reality (AR) improves experience value and increases emotional customer engagement and perceived product value. The findings also show that by enhancing exposure, interaction, and shareability, AR-based cultural content promotes the spread of innovation via social media. Furthermore, it becomes clear that dynamic capacities and technology literacy are essential enabling aspects for MSMEs to use AR sustainably. This study theoretically expands on the Resource-Based View by showing how immersive digital technology might transform local culture into a unique and valuable resource. From a practical standpoint, the results indicate that incorporating AR with cultural values can help MSME competitiveness in the digital economy. It is recommended that future studies employ mixed-methods or quantitative methodologies to validate the suggested conceptual model in larger cultural contexts
DAYA SAING UMKM MELALUI KEMASAN BERKELANJUTAN: PENGABDIAN KEPADA MASYARAKAT DI TERENGGANU, MALAYSIA Annisa Mardatillah; Evi Zubaidah; Normala Binti Riza; Yusnidar Yusnidar; Annisa Rahma Yuli
Community Development Journal : Jurnal Pengabdian Masyarakat Vol. 6 No. 2 (2025): Volume 6 No. 2 Tahun 2025
Publisher : Universitas Pahlawan Tuanku Tambusai

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31004/cdj.v6i2.43764

Abstract

Kemasan produk berperan penting memberikan daya tarik untuk meningkatkan minat konsumen serta daya saing produk di pasar. Namun, masih terdapat usaha mikro, kecil, dan menengah (UMKM) masih menggunakan kemasan berbahan plastik konvensional yang berdampak negatif terhadap lingkungan. Kegiatan Pengabdian Kepada Masyarakat (PKM) ini bertujuan untuk meningkatkan pemahaman dan keterampilan pelaku usaha UMKM Batik Lambo Sari di Terengganu, Malaysia, untuk dapat memanfaatkan sustainable packaging berbahan ramah lingkungan. Metode kegiatan dilakukan dengan memberikan penyuluhan dan pelatihan, kelompok mitra diperkenalkan dengan konsep kemasan berkelanjutan, seperti penggunaan bahan daur ulang ramah lingkungan berbasis sumber daya terbarukan. Hasil kegiatan menunjukkan pemahaman peserta semakin meningkat terhadap kemasan berkelanjutan dan peserta mulai mampu memahami mendesain kemasan yang ramah lingkungan dengan tetap mengkedepankan aspek fungsional dan estetika. Diperlukan dukungan lebih lanjut dari pemerintah dan berbagai pihak terkait untuk mendorong adopsi kemasan berkelanjutan secara lebih luas. Kegiatan ini sejalan dengan tujuan pembangunan berkelanjutan (SDGs) terkait industri, inovasi, dan infrastruktur, serta kemitraan untuk mencapai tujuan.
Co-Authors Aidil Haris Almawaddah Almawaddah Annisa Rahma Yuli Bambang Hermanto Devli Anas Wati Ela Marlianda Elizar Evi Zubaidah Farradinna, Syarifah Fiky Pramono Halimatussadiah Halimatussadiah Herawaty, Tety Indrian Syafitri Lilis Marina Anggraini Lilis Marina Angraini Nadia Vega Normala Binti Riza Novi Suci Ramadhani Raihanatu Binqalbi Ruzain Resti Hefriyenni Reynaldo Septianda Rosmayani Rosmayani Rosmayani Rosmayani Sam'un Jaja Raharja Sania Ovila Shafira Amalia Ramadhani Sri Rezeki Syakila Vazenly Al Alayya Tika Putri Yuliani, Sri Yusnidar Yusnidar