PENGEMBANGAN WEBSITE PROMOSI MENGGUNAKAN METODE UX LEAN DAN MARKETING REFERRAL (STUDI KASUS TOKO RUMAH KUE HAVIYYA)

    Ahmad Daffa Muttaqin, - (2024) PENGEMBANGAN WEBSITE PROMOSI MENGGUNAKAN METODE UX LEAN DAN MARKETING REFERRAL (STUDI KASUS TOKO RUMAH KUE HAVIYYA). S1 thesis, Universitas Pendidikan Indonesia.

    Abstract

    Kemajuan teknologi informasi dan internet telah membawa perubahan signifikan dalam berbagai aspek kehidupan, termasuk dalam bidang bisnis. Toko Rumah Kue Haviyya menghadapi masalah dalam menjangkau pelanggan di luar area sekitar, sehingga memerlukan solusi untuk meningkatkan visibilitas dan daya tariknya. Penelitian ini bertujuan untuk mengembangkan aplikasi website promosi yang memanfaatkan metode UX Lean dan marketing referral sebagai strategi utama. Metode UX Lean digunakan untuk memastikan pengalaman pengguna yang optimal melalui pendekatan desain iteratif yang berfokus pada kebutuhan pengguna, efisiensi biaya, dan waktu. Sementara itu, marketing referral diterapkan untuk memanfaatkan kekuatan word-of-mouth dan membangun jaringan pelanggan yang lebih luas dan loyal. Pengujian aplikasi website dilakukan menggunakan User experience Questionnaire (UEQ) yang mengevaluasi enam skala penilaian: Attractiveness, Perspicuity, Efficiency, Dependability, Stimulation, dan Novelty. Hasilnya menunjukkan skor yang sangat baik, dengan tiga skala (Attractiveness, Dependability, dan Novelty) berada dalam 10% terbaik dari Benchmark, dan skala lainnya berada di atas rata-rata. Selain itu, penerapan strategi marketing referral menunjukkan peningkatan omset penjualan sebesar 5.82% dalam satu bulan setelah peluncuran aplikasi website. Kesimpulannya, pengembangan aplikasi website promosi dengan metode UX Lean dan marketing referral efektif dalam meningkatkan visibilitas, daya tarik, dan penjualan toko, serta memberikan pengalaman pengguna yang positif dan memadai.

    The rapid advancement of information technology and the internet has significantly impacted various aspects of life, including business. Rumah Kue Haviyya faces challenges in reaching customers beyond its immediate vicinity, necessitating a solution to enhance its visibility and appeal. This study aims to develop a promotional website utilizing UX Lean and referral marketing methods as the primary strategies. UX Lean methodology is employed to ensure an optimal User experience through an iterative design approach that focuses on User needs, cost efficiency, and time effectiveness. Meanwhile, referral marketing leverages the power of word-of-mouth to build a broader and more loyal customer network. The website's effectiveness was tested using the User experience Questionnaire (UEQ), which evaluates six scales: Attractiveness, Perspicuity, Efficiency, Dependability, Stimulation, and Novelty. The results showed excellent scores, with three scales (Attractiveness, Dependability, and Novelty) ranking in the top 10% of the Benchmark, and the other scales above average. Additionally, the implementation of referral marketing strategies resulted in a 5.82% increase in sales within one month of the website launch. In conclusion, the development of a promotional website using UX Lean and referral marketing is effective in enhancing the visibility, appeal, and sales of the store, as well as providing a positive and satisfactory User experience.

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    Official URL: https://repository.upi.edu/
    Item Type: Thesis (S1)
    Additional Information: https://scholar.google.com/citations?hl=en&user=KLVD7XwAAAAJ&scilu=&scisig=ANI4uE0AAAAAZt_QcVrgCLz40H_LOGFh_lzyaaQ&gmla=AC6lMd-dNuCekeHLg1DxpB3XvLUQ_eSJYrjoSCXdyYkR1ZzPhBqvVDMnpMGSeZnDMa0wIkhnU0IA5vkiSSjIeINBoL2Y1bFnVb_Qohk&sciund=3602010228278881449 ID SINTA Dosen Pembimbing: Rosa Ariani Sukamto, M.T. : 5974496 Rizky Rachman J., M.Kom. : 5993953
    Uncontrolled Keywords: Kata Kunci: Marketing referral, Pengalaman Pengguna, User experience Questionnaire (UEQ), UX Lean, website Promosi. Keywords: Promotional website, Referral Marketing, User Experience, User Experience Questionnaire (UEQ), UX Lean.
    Subjects: Q Science > QA Mathematics > QA75 Electronic computers. Computer science
    Divisions: Fakultas Pendidikan Matematika dan Ilmu Pengetahuan Alam > Program Studi Ilmu Komputer
    Depositing User: Ahmad Daffa Muttaqin
    Date Deposited: 10 Sep 2024 23:52
    Last Modified: 10 Sep 2024 23:52
    URI: http://repository.upi.edu/id/eprint/124000

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