Pemberdayaan Masyarakat dan UMKM Mulyaharja melalui Virtual Tour 360°, AR, dan Pelatihan Digital Marketing Berbasis AI

Abstract

This community engagement program aims to empower local communities, MSME actors, and AEWO managers in Mulyaharja Tourism Village through the development of immersive technologies and capacity building in AI-based digital marketing. The program implemented the development of a 360° Virtual Tour and Augmented Reality using the Multimedia Development Life Cycle (MDLC) method, accompanied by dissemination, user trials, and AI-driven digital marketing training. Evaluation results show strong positive responses toward the 360° Virtual Tour, with 76.7% of participants finding it engaging, 83.3% agreeing that it provides a more complete representation of the tourist location, and 86.7% stating that the application is easy to use. Furthermore, the empowerment outcomes of the AI digital marketing training were substantial: 84.8% of participants understood digital marketing strategies, 90.4% agreed that AI simplifies promotional processes, and 92.8% stated that the training is beneficial and ready to be applied to improve MSME transactions. The program concludes that integrating immersive technologies with AI-driven digital training effectively enhances digital literacy, strengthens MSME competitiveness, and improves the promotional appeal of Mulyaharja Tourism Village.