PENGEMBANGAN WEBSITE E-MARKETING UMKM KULINER FROZEN FOOD MENGGUNAKAN METODE LEAN UX DAN AIDA MARKETING MODEL (STUDI KASUS: TABASYUK)

Ayurika Sinambela, - (2024) PENGEMBANGAN WEBSITE E-MARKETING UMKM KULINER FROZEN FOOD MENGGUNAKAN METODE LEAN UX DAN AIDA MARKETING MODEL (STUDI KASUS: TABASYUK). S1 thesis, Universitas Pendidikan Indonesia.

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Official URL: https://repository.upi.edu/

Abstract

Masalah yang dihadapi oleh Usaha Mikro, Kecil, dan Menengah (UMKM) saat ini adalah perubahan pola perilaku konsumen yang dipengaruhi oleh perkembangan teknologi digital dan dampak pandemi COVID-19 yang menyebabkan UMKM harus beradaptasi dengan tren belanja online. Tabasyuk, UMKM yang bergerak di bidang kuliner frozen food di Kota Tangerang, telah mengalami perubahan strategi pemasaran yaitu membangun brand dengan memanfaatkan media sosial dan marketplace untuk mencapai konsumen. Tabasyuk juga ingin memperluas cakupan pasar dan memperkuat citra positif brand-nya melalui pembuatan website. Metode Lean UX digunakan sebagai pendekatan pengembangan website sehingga dapat merilis produk secara cepat dan menerima umpan balik dari pengguna untuk meminimalisasi risiko proyek. Strategi pemasaran AIDA juga diimplementasikan dalam konten website untuk melibatkan pengguna menuju fitur utama produk dengan lancar dan efisien. Hasil pengujian UX yang dilakukan dengan User Experience Questionnaire (UEQ) menyatakan bahwa keenam dimensi UEQ dari website ini mendapatkan penilaian “Excellent”. Pengujian System Usability Scale (SUS) mencapai skor 86,5 yang berarti tingkat usability termasuk ke dalam kategori “Excellent”. Hasil evaluasi efektivitas AIDA juga menunjukkan hasil yang sangat baik di setiap elemen, yaitu: (1) attention dengan TCR 89,44%, (2) interest dengan TCR 88,9%, (3) elemen desire dengan TCR 85,7%, (4) action dengan TCR 85%. The problems faced by Micro, Small and Medium Enterprises (MSMEs) today are changes in consumer behaviour patterns influenced by the development of digital technology and the impact of the COVID-19 pandemic, which causes MSMEs to adapt to online shopping trends. Tabasyuk, an MSME engaged in frozen food culinary in Tangerang City, has experienced a change in marketing strategy, namely building a brand by utilising social media and marketplaces to reach consumers. Tabasyuk also wants to expand its market coverage and strengthen its positive brand image through website development. The Lean UX method is used as an approach to website development so that it can release products quickly and receive feedback from users to minimise project risks. The AIDA marketing strategy was also implemented in the website content to engage users towards the main features of the product smoothly and efficiently. The results of UX testing conducted with the User Experience Questionnaire (UEQ) stated that all six UEQ dimensions of this website received an ‘Excellent’ rating. System Usability Scale (SUS) testing reached a score of 86.5, which means that the usability level is included in the ‘Excellent’ category. The AIDA effectiveness evaluation results also show excellent results in each element, namely: (1) attention with TCR 89.44%, (2) interest with TCR 88.9%, (3) desire element with TCR 85.7%, (4) action with TCR 85%.

Item Type: Thesis (S1)
Additional Information: https://scholar.google.com/citations?hl=en&user=JGIIkRQAAAAJ&view_op=list_works&gmla=AC6lMd9bPcL5yYJFQHH539Azxdda9ZYW2TDeD4qDBh68kvfRcg4-Bh2VXNzZxZ5gxLFFhwENwxqJMp5rQE9xMjEB ID Sinta Dosen Pembimbing: Herbert Siregar: 5991008 Asep Wahyudin: 5991982
Uncontrolled Keywords: AIDA, e-marketing, Lean UX, Website, SUS, UEQ, UMKM. AIDA, e-marketing, Lean UX, Website, SUS, UEQ, MSMEs.
Subjects: L Education > L Education (General)
Q Science > QA Mathematics > QA75 Electronic computers. Computer science
Divisions: Fakultas Pendidikan Matematika dan Ilmu Pengetahuan Alam > Program Studi Ilmu Komputer
Depositing User: Ayurika Sinambela
Date Deposited: 01 Sep 2024 07:57
Last Modified: 01 Sep 2024 07:57
URI: http://repository.upi.edu/id/eprint/121732

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