Pengembangan Website Promosi dengan Menggunakan Lean UX dan Strategi Interactive Marketing
DOI:
https://doi.org/10.59188/jurnalsostech.v5i8.32355Keywords:
interactive marketing, Lean UX, MSMEs, usability testing, user experienceAbstract
Pertumbuhan e-commerce di Indonesia meningkat secara pesat dengan ditandai naiknya transaksi e-commerce dalam lima tahun terakhir. Hal ini memberikan peluang besar bagi pelaku UMKM untuk memanfaatkan fenomena ini sebagai sarana promosi dan jual-beli. Namun Aleeyah Daily, salah satu UMKM yang lahir di tengah masa pandemi COVID-19, mengalami penurunan penjualan akibat turunnya intensitas promosi pada media sosialnya. Untuk mengatasi permasalahan tersebut, dilakukanlah penelitian ini guna mengembangkan sebuah website promosi dengan menggunakan pendekatan Lean UX dan strategi interactive marketing yang bertujuan sebagai wadah baru untuk mempromosikan produk dan merek dari Aleeyah Daily. Penggunaan Lean UX diintegrasikan ke model prototyping pada proses pengembangan website promosi agar pengembangan tetap berfokus pada kebutuhan dan pengalaman pengguna, juga menambahkan strategi interactive marketing di dalamnya. Hasil pengujian menunjukkan skor system usability scale (SUS) dari usability testing sebesar 90 dan termasuk kategori A+. Hasil benchmark user experience questionnaire (UEQ) menunjukkan skor pada dimensi attractiveness sebesar 2.03, perspicuity sebesar 1.94, efficiency sebesar 1.75, dependability sebesar 1,86, stimulation sebesar 1.95, dan novelty sebesar 1.73. Sedangkan nilai customer response index (CRI) menunjukkan tingkat respons sebesar 57,5%. Dengan demikian, metode Lean UX dan strategi interactive marketing telah diimplementasikan ke dalam website promosi Aleeyah Daily dengan baik.
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