PENGEMBANGAN WEBSITE PERSONAL BRANDING UNTUK UMKM MAKANAN MENGGUNAKAN METODE PARTICIPATORY DESIGN DAN BRAND POSITIONING (STUDI KASUS: SAY_HI.CO)

Amida Zulfa Laila, - and Rosa Ariani Sukamto, - and Rizky Rachman Judhie P, - (2025) PENGEMBANGAN WEBSITE PERSONAL BRANDING UNTUK UMKM MAKANAN MENGGUNAKAN METODE PARTICIPATORY DESIGN DAN BRAND POSITIONING (STUDI KASUS: SAY_HI.CO). S1 thesis, Universitas Pendidikan Indonesia.

Abstract

Say_Hi_Co adalah UMKM di bidang makanan yang memasarkan produk kue premium melalui Instagram, namun masih menghadapi tantangan seperti strategi branding yang kurang terarah serta identitas digital yang kurang kuat dan konsisten. Untuk menjawab masalah ini, dikembangkan website personal branding menggunakan metode Participatory Design dan Brand Positioning. Melalui keterlibatan langsung pemangku kepentingan dan strategi penempatan merek, website dirancang agar sesuai kebutuhan pengguna dan mampu memperkuat posisi Say_Hi_Co di pasar. Validasi oleh ahli UX dan marketing menunjukkan hasil positif, dengan skor UEQ di atas 2,0 pada semua aspek (kategori Excellent) dan skor SUS sebesar 85 (kategori Excellent dan Acceptable). Pengukuran efektivitas Brand Positioning juga menunjukkan rata-rata TCR sebesar 87,58 (kategori Baik). Temuan ini membuktikan bahwa pendekatan yang digunakan berhasil menghasilkan website yang fungsional, mudah digunakan, dan efektif dalam menyampaikan identitas merek. Say_Hi_Co is a small food enterprise (UMKM) that markets premium cookie products through Instagram but still faces challenges such as an unfocused branding strategy and a digital identity that lacks strength and consistency. To address these issues, a personal branding website was developed using the Participatory Design and Brand Positioning methods. By directly involving stakeholders and applying strategic Brand Positioning, the website was designed to align with user needs and strengthen Say_Hi_Co’s market position. Validation by UX and marketing experts showed positive results, with UEQ scores above 2.0 in all aspects (categorized as Excellent) and a SUS score of 85 (categorized as Excellent and Acceptable). The effectiveness of Brand Positioning was also measured with an average TCR score of 87.58 (categorized as Good). These findings indicate that the approach used successfully produced a functional, user friendly website that effectively conveys the brand identity.

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Item Type:	Thesis (S1)
Additional Information:	https://scholar.google.com/citations?view_op=new_profile&hl=en ID Sinta Dosen Pembimbing: Rosa Ariani Sukamto: 5974496 Rizky Rachman Judhie P: 5993953
Uncontrolled Keywords:	Brand Positioning, Participatory Design, Personal Branding, SUS, UEQ, UMKM, Website. Brand Positioning, Participatory Design, Personal Branding, SUS, UEQ, UMKM, Website.
Subjects:	H Social Sciences > HF Commerce Q Science > QA Mathematics > QA75 Electronic computers. Computer science T Technology > TK Electrical engineering. Electronics Nuclear engineering
Divisions:	Fakultas Pendidikan Matematika dan Ilmu Pengetahuan Alam > Program Studi Ilmu Komputer
Depositing User:	Amida Zulfa Laila
Date Deposited:	08 Sep 2025 05:57
Last Modified:	08 Sep 2025 05:57
URI:	http://repository.upi.edu/id/eprint/137971

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