Anugerah Tirta Kenanga Unggul Mitra Mandiri, - (2024) PERANCANGAN UI/UX UNTUK FITUR SHOPPING ONLINE PADA WEBSITE SEAFOOD BY ARUNA MENGGUNAKAN METODE DESIGN THINKING. S1 thesis, Universitas Pendidikan Indonesia.
Abstract
Website Seafood by Aruna saat ini hanya berfungsi sebagai landing page untuk mempromosikan produk, sementara penjualan masih dilakukan melalui marketplace. Penggunaan marketplace membatasi kontrol brand terhadap personalisasi, customer value, pengalaman belanja, dan identitas brand karena adanya kebijakan platform yang ketat dan standar tersendiri. Selain itu, perubahan perilaku konsumen di era digital menunjukkan bahwa mereka menginginkan pengalaman belanja yang lebih personal, berkelanjutan, dan memenuhi kebutuhan spesifik mereka, termasuk informasi produk yang akurat dan jaminan kualitas. Untuk menjawab tantangan ini, penelitian ini bertujuan untuk merancang fitur shopping online pada website Seafood by Aruna dengan menggunakan metode Design Thinking. Pendekatan ini diterapkan untuk memahami kebutuhan pengguna dan mengatasi berbagai pain point yang dihadapi konsumen dalam belanja seafood online. Penelitian ini menemukan bahwa pengguna membutuhkan pengiriman produk yang tepat, informasi produk yang sesuai dan terpercaya, serta jaminan kesegaran produk. Hasil pengujian terhadap rancangan fitur menggunakan System Usability Scale (SUS) menunjukkan skor rata-rata 90,12, yang masuk dalam kategori "Best Imaginable". Skor ini mencerminkan bahwa fitur yang dikembangkan telah memenuhi harapan pengguna, berkat penerapan efektif dari metode Design Thinking. Implikasi dari penelitian ini adalah bahwa pengembangan e-commerce sendiri memungkinkan Aruna untuk lebih baik mengontrol seluruh aspek pengalaman belanja, meningkatkan kepuasan dan loyalitas pelanggan, serta memperkuat posisinya di pasar e-commerce. Namun, pengembangan lebih lanjut diperlukan untuk menyesuaikan fitur dengan perubahan perilaku konsumen dan tren pasar yang dinamis. The Seafood by Aruna website currently functions solely as a landing page to promote products, while sales are still conducted through a marketplace. Utilizing a marketplace limits the brand's control over personalization, customer value, shopping experience, and brand identity due to the platform's strict policies and unique standards. Additionally, shifts in consumer behavior in the digital era indicate a growing demand for more personalized, sustainable shopping experiences that meet their specific needs, including accurate product information and quality assurance. To address these challenges, this study aims to design an online shopping feature for the Seafood by Aruna website using the Design Thinking method. This approach is applied to understand user needs and address various pain points consumers face when purchasing seafood online. The research findings reveal that users require timely product delivery, accurate and reliable product information, and guarantees of product freshness. Testing the feature design using the System Usability Scale (SUS) resulted in an average score of 90.12, which falls under the category of "Best Imaginable." This score indicates that the developed features have successfully met user expectations, thanks to the effective application of the Design Thinking method. The implications of this research suggest that developing an independent e-commerce platform allows Aruna to better control all aspects of the shopping experience, enhancing customer satisfaction and loyalty, and strengthening its position in the e-commerce market. However, further development is needed to align the features with evolving consumer behavior and dynamic market trends.
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S_BD_2003852_Title.pdf Download (335kB) |
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S_BD_2003852_Chapter1.pdf Download (145kB) |
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S_BD_2003852_Chapter2.pdf Restricted to Staf Perpustakaan Download (464kB) |
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S_BD_2003852_Chapter3.pdf Download (147kB) |
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| Item Type: | Thesis (S1) |
|---|---|
| Additional Information: | https://scholar.google.com/citations?view_op=list_works&hl=en&user=xiGKwUcAAAAJ ID SINTA Dosen Pembimbing: Rangga Gelar Guntara: 6738149 Asep Nuryadin: 6745757 |
| Uncontrolled Keywords: | UI/UX, Design Thinking, Skala Kegunaan Sistem UI/UX, Design Thinking, System Usability Scale |
| Subjects: | L Education > L Education (General) |
| Divisions: | UPI Kampus Tasikmalaya > S1 Bisnis Digital |
| Depositing User: | Anugerah Tirta Kenanga Unggul Mitra Mandiri |
| Date Deposited: | 25 Sep 2024 03:54 |
| Last Modified: | 13 Nov 2024 07:17 |
| URI: | http://repository.upi.edu/id/eprint/126252 |
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