Peningkatan Daya Saing Ekonomi UMKM Nasi Jamblang Cirebon melalui Teknologi Augmented Reality Berbasis Desain Komunikasi Visual

Abstract

Nasi Jamblang SMEs are one of the distinctive local economic actors in Cirebon, with great potential to attract culinary tourists. Currently, their competitiveness remains limited due to the minimal use of technology and suboptimal visual promotion strategies. This study aims to enhance the economic competitiveness of Nasi Jamblang SMEs through the development of promotional media based on Augmented Reality (AR) technology, designed using the User Centered Design (UCD) approach. The UCD approach is used to ensure that user needs, preferences, and experiences are central to the media design process. The development process begins with user needs analysis, followed by the design of interactive visual prototypes, and proceeds to testing and evaluation involving direct participation from end users, including SME actors and potential consumers. The results of the study show that the integration of AR technology combined with strong Visual Communication Design elements can increase user engagement, strengthen the Nasi Jamblang brand image, and provide an engaging interactive experience for consumers. The AR media developed successfully presents the history, production process, and uniqueness of Nasi Jamblang cuisine interactively through mobile devices. Thus, the application of UCD in the development of AR-based promotional technology proves effective in enhancing the appeal and economic potential of local SMEs, particularly in the traditional culinary sector.