PERANCANGAN USER EXPERIENCE WEBSITE UMKM KULINER MENGGUNAKAN METODE PARTICIPATORY DESIGN DAN EXPERIENTIAL MARKETING : Studi Kasus: UMKM Baso Aci Jewol Gandasari

    Sukma Julianti, - and Herbert Siregar, - and Ani Anisyah, - (2025) PERANCANGAN USER EXPERIENCE WEBSITE UMKM KULINER MENGGUNAKAN METODE PARTICIPATORY DESIGN DAN EXPERIENTIAL MARKETING : Studi Kasus: UMKM Baso Aci Jewol Gandasari. S1 thesis, Universitas Pendidikan Indonesia.

    Abstract

    Kemajuan teknologi digital telah menjadi pendorong utama transformasi bisnis, terutama dalam membantu pelaku UMKM untuk beradaptasi dan berkembang di masa sekarang. Digitalisasi melalui pengembangan website menjadi salah satu solusi untuk memperluas jangkauan pasar dan mempermudah proses promosi. Penelitian ini bertujuan untuk mengembangkan sebuah website bagi UMKM Baso Jewol Gandasari sebagai langkah mendukung upaya go digital. Dengan menggunakan metode Participatory Design (PD) digunakan untuk melibatkan pemilik usaha dan pelanggan dalam memberikan masukan terhadap desain dan fitur yang diinginkan. Selain itu, metode Experiential Marketing (EM) diterapkan untuk menciptakan konten yang menarik dan informatif. Evaluasi terhadap website dilakukan menggunakan User Experience Questionnaire (UEQ) dan System Usability Scale (SUS) dengan melibatkan 30-29 responden. Hasil pengujian menunjukkan skor UEQ untuk attractiveness sebesar 2.33, perspicuity sebesar 2.40, efficiency sebesar 2.30, dependability sebesar 1.96, stimulation sebesar 2.16, dan novelty sebesar 1.88. Nilai rata-rata SUS mencapai 83, yang termasuk kategori “Excellent”, menandakan bahwa website yang dikembangkan berhasil memenuhi ekspektasi pengguna. Penelitian ini memberikan kontribusi terhadap pengembangan UMKM dalam memanfaatkan teknologi digital untuk pertumbuhan bisnis yang lebih baik. The advancement of digital technology has become a significant driver of business transformation, particularly in assisting MSMEs to adapt and thrive in the modern era. Digitalization through website development serves as an effective solution to expand market reach and streamline promotional processes. This research aims to develop a website for MSME Baso Jewol Gandasari as part of its digital transformation efforts. The Participatory Design (PD) method was employed to actively involve business owners and customers in providing valuable input regarding desired designs and features. Furthermore, the Experiential Marketing (EM) method was applied to create compelling and informative content. The website's evaluation was conducted using the User Experience Questionnaire (UEQ) and System Usability Scale (SUS), involving 30–29 respondents. The UEQ scores indicated 2.33 for attractiveness, 2.40 for perspicuity, 2.30 for efficiency, 1.96 for dependability, 2.16 for stimulation, and 1.88 for novelty. Meanwhile, the average SUS score reached 83, categorized as “Excellent,” reflecting that the developed website successfully fulfilled user expectations. This study contributes to the advancement of MSMEs by leveraging digital technology to foster improved business growth and competitiveness.

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    Official URL: https://repository.upi.edu/
    Item Type: Thesis (S1)
    Additional Information: ID SINTA Dosen Pembimbing Herbert Siregar: 5991008 Ani Anisyah: 6786982
    Uncontrolled Keywords: EM, PD, SUS, UEQ, UMKM, UX, Website EM, PD, MSMEs, SUS, UEQ, UX, Website
    Subjects: L Education > L Education (General)
    Q Science > QA Mathematics > QA75 Electronic computers. Computer science
    Q Science > QA Mathematics > QA76 Computer software
    Divisions: Fakultas Pendidikan Matematika dan Ilmu Pengetahuan Alam > Program Studi Ilmu Komputer
    Depositing User: Alsa Kurnia Muhammad Rizky
    Date Deposited: 13 Nov 2025 02:32
    Last Modified: 13 Nov 2025 02:32
    URI: http://repository.upi.edu/id/eprint/134505

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