Strengthening Creative Economic Human Resources Through Augmented Reality Application Innovation In Promoting Cirebon's Special Tahu Gejrot Umkm In Supporting Asta Cita

Abstract

The urgency of this research lies in the necessity to strengthen human resources (HR) in the creative economy sector, especially among traditional culinary MSMEs in Cirebon. One of the iconic local products, Tahu Gejrot, has great economic potential, yet its growth is hindered by limited market access due to conventional promotional methods. To overcome this challenge, digital technology innovation is considered essential, with Augmented Reality (AR) offering opportunities to add value while supporting Asta Cita’s vision of building a creative economy rooted in cultural heritage. This study aims to design and develop an AR-based promotional application for Tahu Gejrot MSMEs in Cirebon and to evaluate its role in improving the digital competence of MSME actors. The research applied the Waterfall model, consisting of requirement analysis, system design, implementation, testing, deployment, and maintenance. Data were collected through observation, interviews with MSME players, and application trials with consumers. The findings demonstrate that the AR application effectively enhanced MSME digital literacy, strengthened promotional strategies, and provided consumers with an engaging interactive experience. Moreover, the application expanded market reach, increased brand value, and contributed to preserving local culinary identity. Overall, this research highlights the integration of cultural preservation and technological innovation to enhance competitiveness and support national economic independence through local potential.