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Annisa Rahmawati
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Journal : Mitra Mahajana: Jurnal Pengabdian Masyarakat

 1 
INOVASI DIGITAL DALAM PEMBERDAYAAN UMKM: IMPLEMENTASI AUGMENTED REALITY PADA PRODUK KUE BASAH KHAS PALEMBANG Putri, Aulia Utami; Imania, Katriza; Rahmawati, Annisa; Saputri, Efrilia Wanda; Fathiyah, Nabila Trisya
Mitra Mahajana: Jurnal Pengabdian Masyarakat Vol. 6 No. 3 (2025): Volume 6 Nomor 3 November 2025
Publisher : LPPM Universitas Flores

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37478/mahajana.v6i3.6884

Abstract

Palembang is known for its variety of traditional culinary products, including kue basah (traditional wet cakes), which serve both as a cultural identity and an economic opportunity for micro, small, and medium enterprises (MSMEs). One of the main challenges faced by these MSMEs is low brand recall and brand recognition, particularly among younger consumers who rely on digital media as a reference for purchases. This community service activity aimed to empower kue basah MSMEs through digital innovation by implementing an interactive catalog based on Augmented Reality (AR) as a marketing strategy. The activity employed a participatory approach, including partner situation analysis, AR catalog design, product photography and AR training, and evaluation through pre-tests and post-tests. The training involved the owner and employees of MSMEs Bunda Rayya as well as members of the South Sumatra Cake and Culinary Entrepreneurs Association (Aspenku). The AR catalog enabled consumers to explore 3D product visuals, descriptions, and additional information interactively. Evaluation results showed an increase in the participants’ average score from 62 to 79, with paired t-test analysis indicating a highly significant difference (t(9) = 3.28; p < 0.01), demonstrating the effectiveness of the training in improving product photography skills and AR utilization. This activity enhanced MSMEs’ capacity for digital promotion, strengthened the cultural identity of Palembang’s culinary heritage, fostered consumer engagement, and expanded market opportunities. These findings provide a foundation for the development of sustainable empowerment programs and the replication of digital innovation in other traditional culinary MSMEs.
Co-Authors Abdul Haeba Ramli, Abdul Haeba Achmad Lutfi Aftina Nurul Husna Agus Rusgiyono Ahmad Fauzan Almumtahanah Almumtahanah, Almumtahanah Amelia, Lince Amelia, Resni Ameliah, Robiatul Amelyadi, Amelyadi Amrullah, Syahid Anang Dwi Santoso Ananta, Grestia Anggraeni, Intanillah Anggraini, Susanti Dhini Annisa Ummul Khairi Ardianita, Nia Ari Kamayanti Arif, Muhammad Ridwan Asiskah, Yuli Bagus Prasetyo Bahtiar, Raisa Bambang Santoso Bambang Supriatno Bernawati, Yustrida Bhakti, Wida Kuswida Burhan, Moh. Januar Ismail Cahyani, Dewi Agus Cau Kim Jiu Darma, Sidrah Darmayanti Darmayanti Deomedes Detu, Siti Sofiati Devi Anggraini Dewanti, Retno Wahyu Dewanti Dewi Puspitasari Dian Agustia Dina Lusyana, Dina Djaswadi Dasuki Djoko Santoso Efa Nugroho Eko Purnomo Elpira, Ririn Esa Septian Fadiyah, Anisa Fahrur Rozi Falikhatun Fathiyah, Nabila Trisya Firdillah, Ai Anthasya Firmansyah, Ferdi Fitriagustiani, Fitriagustiani Ginting, Rudi Haikal, Alif Hary, Widya Haryanto Haryanto Hasria Alang Hera Wahyuni Husyalam, Mifta Huwaidi, Ariq Ifmaily, Ifmaily Ika Handayani Ilham, M Hidayatul Imania, Katriza Imron Prasojo, Dudy Indah Budhy, Theresia Indri Erwhani Irmayanti Irmayanti, Irmayanti Irwan, Andi Alamanda Isidora Karsini S, Isidora Karsini Islami, Kalista istiqomah istiqomah Juli Fendri, Sandra Tri Jumiati, Nyemas Karuniawan, Setya Kawuryan, Uji Khairi, Annisa Ummul Khairillah, Yuyun Nisaul Kristianto, Sonny Kuncoro, Prayogo Agus Kurniahu, Hesti Kurniawan, Fredirikus Bayu Lukita, Yenni M. Harlanu, M. Mardiyani, Ridha Marlina, Tinna Maulana, Ridwan Arief Maulidah, Heni Miftha Pratiwi Minan Zuhri, Fu’ad Minora Longgom Nasution Mulyanti, Dety Nasokha, Ildsa Maulidya Maratus Natalia Desy Putriningtyas, Natalia Desy Ni Luh Ayu Megasari Nulanda, Mona Oemar Madri Bafadhal Oemar Madri Bafadhal Oktafitria, Dwi Oktaria, Suci Rahma Pahlevi, Muhammad Rizza Panubut Simorangkir Pargaputri, Agni Febrina Pradana, Helmi Surya Pradika, Jaka Pratama, Aditya Putra Pratama, Kharisma Purnamawati, Ditha Astuti Puspitasari, Elysa Diana Putri, Aulia Fatekhah Putri, Aulia Utami Putri, Emilda Yulia Putri, Khurin Wardana Putri, Monica Qalbani Putri, Ardhanita Rafidah Rafidah Rahmadani, Chelsy Rahmawati, Isna Putri Rani Rumita Ratnagung, Catur Galuh Retno, Salsabila Atika Rima Wahyudyanti, Rima Riska Andriani Riski, Muhammad Ade Rohadi, Nurmila Putri Rury Eryna Putri Sadewa, Raja Dhimas Salsabila, Savara Saputri, Efrilia Wanda Sari, Emi Yela Utami Setyawan, Sandi Siregar, Otto V. SITI MARYAM Siti Masdah Sri Ariyanti Sriwulan Sriwulan SUGIYANTO Suherman, Sabila Surtikanti Surtikanti Syafrizal Syafrizal Syaharani, Farah Syahbaniar Rofiah Syahroni, Mohammad Rezza Tiara, Ana Tri Adi Wibowo, Tri Adi tri wahyuni Triana, Fira Febri Triastuti Wuryandari Trisnani Widowati, Trisnani Triwahyuni, Adelia Untari, Desy Sasri Usman Usman Widi Purwianingsih Wijaya, Anisya Indra Witjaksono, Beny Yarhamuddin, Yarhamuddin Yulianti, Alvina Dana Yulianti, Siska Yus Mochamad Cholily Yusa, Muchammad Yustian Yusmet Rizal Yusuf Azis Zukhrufurrohmah Zulqaida, Salma