PENGEMBANGAN WEBSITE PERSONAL BRANDING MADINAKIDS MENGGUNAKAN METODE FIVE PLANE UX DAN VALUE BASED POSITIONING

    Anandita Kusumah Mulyadi, - and Rosa Ariani Sukamto, - and Yudi Ahmad Hambali, - (2025) PENGEMBANGAN WEBSITE PERSONAL BRANDING MADINAKIDS MENGGUNAKAN METODE FIVE PLANE UX DAN VALUE BASED POSITIONING. S1 thesis, Universitas Pendidikan Indonesia.

    Abstract

    MadinaKids adalah UMKM fashion anak yang berdiri pada 2021. Strategi pemasaran yang digunakan mengalami beberapa perubahan, dimulai dari Facebook Ads, dilanjutkan melalui WhatsApp Bisnis, hingga akhirnya menggunakan berbagai platform e-commerce. Namun, promosi yang dilakukan masih belum efektif karena tingginya biaya iklan dan hasil penjualan yang belum maksimal. Hal ini menyebabkan kurangnya pelanggan tetap dan informasi produk yang tidak tersampaikan dengan baik. Berdasarkan permasalahan tersebut, pengembangan situs web personal branding dinilai tepat untuk meningkatkan daya saing. Penelitian ini menggabungkan metode UX Five Plane Framework dengan pendekatan Value-Based Positioning sebagai strategi personal branding. Untuk mengevaluasi keberhasilan situs web, digunakan User Experience Questionnaire (UEQ) dan System Usability Scale (SUS). Hasil pengujian menunjukkan lima dari enam dimensi UEQ memperoleh nilai “Excellent”, sementara aspek Novelty mendapat nilai “Good”. Skor SUS sebesar 86,3 masuk kategori “Excellent”, yang menunjukkan bahwa situs web berhasil memberikan pengalaman pengguna yang sangat baik dan dapat memperkuat identitas digital MadinaKids. MadinaKids is a small and medium-sized enterprise (SME) specializing in children's fashion, established in 2021. Its marketing strategies have undergone several changes, starting with Facebook Ads, followed by WhatsApp Business, and eventually expanding to various e-commerce platforms. However, the promotional efforts have not been effective due to high advertising costs and suboptimal sales results. These issues have led to a lack of loyal customers and ineffective delivery of product information. To address these challenges, the development of a personal branding website is considered a suitable solution to enhance competitiveness. This study applies the UX Five Plane Framework combined with the Value-Based Positioning approach as a personal branding strategy. To evaluate the success of the website, the User Experience Questionnaire (UEQ) and System Usability Scale (SUS) were used. The results show that five out of six UEQ dimensions received an "Excellent" rating, while the Novelty aspect was rated "Good." The SUS score of 86.3 falls into the “Excellent” category, indicating that the website provides a highly satisfactory user experience and effectively strengthens MadinaKids' digital identity.

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    Official URL: https://repository.upi.edu/
    Item Type: Thesis (S1)
    Additional Information: https://scholar.google.com/citations?view_op=new_profile&hl=id&authuser=1 ID SINTA Dosen Pembimbing: ROSA ARIANI SUKAMTO: 5974496 YUDI AHMAD HAMBALI: 6745712
    Uncontrolled Keywords: Five Plane Framework, Personal Branding, UMKM, User experience, Value-Based Positioning, Website. Five Plane Framework, Personal Branding, SME, User experience, Value-Based Positioning, Website.
    Subjects: H Social Sciences > HF Commerce
    Q Science > QA Mathematics > QA76 Computer software
    T Technology > TK Electrical engineering. Electronics Nuclear engineering
    Divisions: Fakultas Pendidikan Matematika dan Ilmu Pengetahuan Alam > Program Studi Ilmu Komputer
    Depositing User: Anandita Kusumah Mulyadi
    Date Deposited: 09 Sep 2025 04:02
    Last Modified: 09 Sep 2025 04:02
    URI: http://repository.upi.edu/id/eprint/138028

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