Salsabila Kanaya, - (2024) PENGEMBANGAN USER EXPERIENCE WEBSITE E-MARKETING DENGAN METODE EMOTIONAL MARKETING DAN GOAL-DIRECTED DESIGN: Studi Kasus Cokelat Cantique. S1 thesis, Universitas Pendidikan Indonesia.
Abstract
Menghadapi persaingan bisnis yang semakin ketat dan tren digital, diperlukan strategi pemasaran yang lebih efektif untuk memperkuat brand dan meningkatkan brand, salah satunya dengan membuat website e-marketing. Cokelat Cantique, usaha yang menawarkan produk cokelat karakter, menyadari pentingnya pengalaman pengguna yang positif dalam membangun loyalitas pelanggan. Penelitian ini bertujuan untuk mengembangkan user experience (UX) website emarketing Cokelat Cantique dengan menggunakan metode Goal-Directed Design dan Emotional Marketing. Goal-Directed Design digunakan untuk merancang website yang berfokus pada tujuan dan kebutuhan pengguna, sementara Emotional Marketing digunakan untuk menciptakan koneksi emosional dengan menerapkan konten-konten emosional pada website. Proses pengembangan website melalui enam fase, yaitu research, modelling, requirements definition, framework definition, refinement, dan development support. Validasi ahli UX dan marketing juga dilakukan untuk menilai kesesuaian UX dan efektivitas strategi yang diterapkan. Evaluasi website dilakukan dengan melibatkan 30 responden dengan menggunakan User Experience Questionnaire (UEQ), System Usability Scale (SUS), dan kuesioner efektivitas emotional marketing. Hasil UEQ menunjukkan bahwa keenam aspek UEQ dari website ini mendapatkan penilaian “Excellent”, dengan nilai rata-rata terendah sebesar 1,68, yaitu pada aspek novelty. Pengujian SUS mencapai skor 81 yang termasuk dalam kategori “Excellent”. Sedangkan hasil evaluasi efektivitas emotional marketing menunjukkan hasil yang sangat baik di setiap elemen, yaitu: (1) product dengan TCR 91,6%, (2) money dengan TCR 86,13%, (3) equity dengan TCR 88%, (4) experience dengan TCR 89,07%, (5) energy dengan TCR 88,13%. In the face of increasingly intense business competition and digital trends, a more effective marketing strategy is needed to strengthen the brand and enhance the brand, one of which is by creating an e-marketing website. Cokelat Cantique, a business offering character-themed chocolate products, recognizes the importance of a positive user experience in building customer loyalty. This research aims to develop the user experience (UX) of Cokelat Cantique’s e-marketing website using the Goal-Directed Design and Emotional Marketing methods. Goal-Directed Design is used to design a website focused on user goals and needs, while Emotional Marketing is applied to create an emotional connection by incorporating emotional content on the website. The website development process goes through six phases: research, modelling, requirements definition, framework definition, refinement, and development support. UX and marketing experts were also consulted to assess the UX compatibility and effectiveness of the strategies implemented. The website was evaluated by involving 30 respondents using the User Experience Questionnaire (UEQ), System Usability Scale (SUS), and emotional marketing effectiveness questionnaire. The UEQ results show that all six aspects of the website received an “Excellent” rating, with the lowest average score of 1.68 in the novelty aspect. The SUS test scored 81, which falls under the “Excellent” category. Meanwhile, the evaluation of emotional marketing effectiveness showed excellent results in each element, namely: (1) product with a TCR of 91,6%, (2) money with a TCR of 86,13%, (3) equity with a TCR of 88%, (4) experience with a TCR of 89,07%, (5) energy with a TCR of 88,13%.
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| Item Type: | Thesis (S1) |
|---|---|
| Additional Information: | https://scholar.google.com/citations?hl=en&authuser=1&user=bpZVrJAAAAAJ ID SINTA Dosen Pembimbing: Herbert Siregar: 5991008 Ani Anisyah: 6786982 |
| Uncontrolled Keywords: | e-marketing, pemasaran emosional, goal-directed design, SUS, UEQ, pengalaman pengguna, website e-marketing, emotional marketing, goal-directed design, SUS, UEQ, user experience, website |
| Subjects: | Q Science > Q Science (General) Q Science > QA Mathematics > QA75 Electronic computers. Computer science |
| Divisions: | Fakultas Pendidikan Matematika dan Ilmu Pengetahuan Alam > Program Studi Ilmu Komputer |
| Depositing User: | Salsabila Kanaya |
| Date Deposited: | 02 Jan 2025 01:35 |
| Last Modified: | 02 Jan 2025 01:35 |
| URI: | http://repository.upi.edu/id/eprint/129327 |
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