Different varieties of local community products have sprung up, one of which is a food souvenir. The souvenirs certainly require a proper packaging design. Thus, the government has provided several facilities to cater to the needs. However, there is still a problem concerning the limited number of facilitators to keep up with the fast-growing number of MSME businesspeople, which hampers education for them. This further results in the packaging design of existing MSME products, despite having been functional, nonconceptual, still looks "me-too" and does not reflect the local characteristics. In the era of digital product marketing, a packaging design that functions as a promotional tool and a cultural ambassador must be the one that is creative and promotes locality simultaneously. To materialize the goal, it is necessary to accelerate further education for MSME businesspeople on how to design their product packaging designs appropriately using independent learning methods and based on digital applications. In this particular research, two research methods, namely observation, and FGD, are utilized. In addition, traditional transformation methods, namely ATUMICS and the design process theory to design the features of digital applications, are applied. This digital simulation application will hopefully be useful to accelerate the education of packaging design for MSME businesspeople, so that in the future, the packaging design of West Java food products can be more conceptualized, customized and creative with a strong local identity

Abstrak-Digitalisasi adalah salah satu tanda bahwa saat ini Indonesia telah memasuki era Industri 4.0. Industri makanan dan minuman merupakan salah satu dari lima industri yang menjadi fokus implementasi Industri 4.0 di Indonesia, termasuk didalamnya adalah makanan oleh-oleh yang diproduksi oleh jutaan UMKM. Makanan oleh-oleh terkait dengan pariwisata dan desain kemasannya dapat menjadi duta budaya untuk menyampaikan identitas kelokalan sebuah daerah tertentu. Augmented Reality (AR) merupakan salah satu teknologi yang digunakan untuk mendukung industri 4.0, hal ini juga sesuai dengan Roadmap Making Indonesia 4.0 tahun 2018. Adapun objek studi yang dipakai dalam penelitian ini adalah karya Tugas Akhir Mahasiswa tentang kemasan dodol Stroberi khas Ciwidey-Jawa Barat. Penelitian ini membandingkan desain kemasan yang menggunakan teknologi cetak saja dengan desain kemasan yang dilengkapi teknologi AR. Penelitian menggunakan metode Triangulasi, yang menggabungkan Metode kualitatif dalam bentuk FGD dengan metode kuantitatif dalam bentuk kuesioner sebagai pelengkap. Luaran penelitian ini mengkaji kesiapan masyarakat dalam menerima teknologi AR melalui media desain kemasan.Temuan penelitian ini mengungkapkan bahwa responden menganggap AR adalah teknologi yang masih baru.Di kemudian hari, teknologi AR pada desain kemasan berpotensi sebagai alat promosi dan dapat memuat berbagai informasi, salah satunya adalah sebagai duta budaya.Sebagian besar responden menganggap teknologi AR lebih sesuai untuk anak muda. Kelokalan akan lebih terasa, setelah ditambahkan teknologi AR dalam elemen desain kemasan. technologies used to support industry 4.0, and this is also by the Making Indonesia 4.0 Roadmap in 2018. The object of study used in this study is the Student Final Project work on the packaging of typical Strawberry-West Java dodol. This study compares packaging designs that use print technology only with packaging designs that are equipped with AR technology. The study uses the Triangulation method, which combines qualitative methods in the form of FGD with quantitative methods in the way of questionnaires as a compliment. The output of this study examines the readiness of the community in accepting AR technology through media packaging design. The findings of this study reveal that respondents consider AR to be a new technology. At a later time, AR technology in packaging design has the potential as a promotional tool and also contains various information, one of which is as a cultural ambassador. Most respondents consider AR technology more suitable for young people. Locality will be more pronounced, after adding AR technology in packaging design elements. Kata Kunci: Augmented Reality , Desain Kemasan Makanan oleh-oleh, UMKM Abstract-Digitalization is one sign that Indonesia has entered the Industrial 4.0 era. The food and beverage industry is one of the five industries that are the focus of the implementation of Industry 4.0 in Indonesia, including souvenirs produced millions by UMKM. Food souvenirs related to tourism and pac...

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"Oleh-oleh"has become an important thing to buy. "Oleh-oleh" package with prominent characteristic of the local culture can be found in a small number of "oleh-oleh" shops or stalls. This characteristic might be hard to find in other areas. Nowadays, the number of such packaging is still limited. With its various cultures, Indonesia should have become a great source of inspiration to develop packaging design"oleh-oleh". This background triggered the idea that "oleh-oleh" packaging design has great potential to be developed. Such "oleh-oleh" packaging can be considered to have a unique position for several reasons. In addition to its design, its existence in the area of tourism activities and cultural environment has been continually living side by side with the identity where it is marketed. "Oleh-oleh" packaging will be deeply assessed by using a combination method of qualitative and quantitative approaches. Qualitative approach is used to identify the physical and graphic of it. The theory underlining this study is a packaging design theory and theories related to the form of culture. To identify the character of the packaging, theory associated with uniqueness, exotics and emotions are employed. Making use of questionnaire, consumer perceptions of the design are collated. To identify the average opinion of the respondents, a quantitative approach with Semantic Differential assessment method is adopted. The study of the food "oleh-oleh" packaging which can be useful source in design planning, shows that: (1) form, materials and how to package are the aspects influencing the construction of the package; (2) cultural context viewed at the packaging is cultural context seen as exotics, nostalgic experience, visual experience, (3) recognition from consumers is needed to show evidence of physical experience to the place visited and the desire to collect (4) aspects of culture on the packaging can be considered as an opportunity to increase sales; (5) the efforts of food manufacturers in decorating the package is considered quite successful in highlighting the uniqueness and the attractiveness of the appearance.

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