Farah Dwi Ameliani, - (2024) PENGEMBANGAN WEBSITE MENGGUNAKAN METODE USER EXPERIENCE DOUBLE DIAMOND DAN MODEL MARKETING AISAS STUDI KASUS: UMKM Guyam Gayem. S1 thesis, Universitas Pendidikan Indonesia.
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Abstract
Guyam Gayem adalah sebuah UMKM yang bergerak di bidang industri pengolahan makanan skala rumahan di Kota Bandung, yang menyediakan berbagai cemilan untuk beragam kalangan usia. Seiring perkembangan usaha dan kemajuan teknologi, Guyam Gayem memanfaatkan media sosial Instagram dan platform e-commerce Shopee untuk promosi dan pemasaran produk. Namun, untuk memperluas jangkauan pemasaran dan memperkuat branding, mereka juga telah mengembangkan website sebagai salah satu sarana promosi. Penelitian ini bertujuan untuk merancang ulang website Guyam Gayem dengan menerapkan konsep Double Diamond dan model marketing AISAS. Double Diamond digunakan dalam pengembangan website melalui empat fase yaitu Discover, Define, Develop, dan Deliver. Selain itu, pengembangan ulang website juga dilakukan untuk meningkatkan fungsionalitas dari fitur website. Melalui penerapan keseluruhan fase tersebut, antarmuka website mengalami perubahan signifikan. Selain itu, model marketing AISAS tidak hanya diterapkan dalam penyusunan fitur dan konten, tetapi juga melibatkan para ahli di bidang marketing untuk memastikan relevansi dan efektivitasnya. Untuk mengukur efektivitas website yang dikembangkan ulang, 25-28 responden dilibatkan dalam evaluasi berdasarkan aspek pengalaman pengguna (user experience) dan kegunaan/fungsionalitas (usability). Hasil evaluasi menunjukkan bahwa nilai User Experience Questionnaire (UEQ) untuk masing-masing skala berada dalam kategori Excellent, dengan nilai rata-rata terendah sebesar 2,05 yaitu pada skala Novelty. Selain itu, pengujian menggunakan System Usability Scale (SUS) menghasilkan skor 89, yang juga berada dalam kategori Excellent, menunjukkan bahwa website hasil desain ulang memiliki kualitas yang sangat baik dalam memenuhi kebutuhan dan ekspektasi pengguna. Guyam Gayem is an MSME engaged in the home-scale food processing industry in Bandung, which provides various snacks for various ages. Along with business development and technological advancements, Guyam Gayem utilizes social media Instagram and e-commerce platform Shopee for product promotion and marketing. However, to expand their marketing reach and strengthen their branding, they have also developed a website as a means of promotion. This research aims to redesign Guyam Gayem's website by applying the Double Diamond concept and the AISAS marketing model. Double Diamond is used in website development through four phases, namely Discover, Define, Develop, and Deliver. In addition, website redevelopment is also carried out to improve the functionality of website features. Through the implementation of all these phases, the website interface underwent significant changes. In addition, the AISAS marketing model is not only applied in the preparation of features and content, but also involves experts in the field of marketing to ensure its relevance and effectiveness. To measure the effectiveness of the redeveloped website, 25-28 respondents were involved in an evaluation based on aspects of user experience and usability. The evaluation results showed that the User Experience Questionnaire (UEQ) scores for each scale were in the Excellent category, with the lowest average score of 2.05 on the Novelty scale. In addition, testing using the System Usability Scale (SUS) resulted in a score of 89, which is also in the Excellent category, indicating that the redesigned website has excellent quality in meeting user needs and expectations.
| Item Type: | Thesis (S1) |
|---|---|
| Additional Information: | ID SINTA Dosen Pembimbing: HERBERT SIREGAR: 5991008 MUHAMAD NURSALMAN: 6143456 |
| Uncontrolled Keywords: | Double Diamond, Model AISAS, SUS, UEQ, UMKM, User experience, Website Double Diamond, AISAS Model, SUS, UEQ, MSME, User experience, Website |
| Subjects: | H Social Sciences > HD Industries. Land use. Labor Q Science > QA Mathematics > QA76 Computer software |
| Divisions: | Fakultas Pendidikan Matematika dan Ilmu Pengetahuan Alam > Program Studi Ilmu Komputer |
| Depositing User: | Farah Dwi Ameliani |
| Date Deposited: | 07 Sep 2024 04:06 |
| Last Modified: | 07 Sep 2024 04:06 |
| URI: | http://repository.upi.edu/id/eprint/123235 |
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