The Development of a Digital Marketing System for a Textile Business Based on a Website using User-Centered Design Approach (Case Study: Eka Jaya Tekstil)

Eko Wahyudi, Tresna Maulana Fahrudin, Faisal Ashari, Nabilah Selayanti, Agung Mustika Rizki

Abstract

Offline product marketing has not been able to reach a wide range of target customers amidst the intensive use of the internet and social media by people in Indonesia. The competitiveness of business product sellers to acquire customers is increasingly competitive, especially during and after Covid-19, with various strategies using supporting technology such as social media and e-commerce. Eka Jaya Tekstil, as a company that operates in textile business products, has also adapted by expanding product marketing not only offline, but also through website-based product digitization. In developing a digital marketing system for textile business products, a User Centered Design approach is used where the system is developed by emphasizing user needs starting from identifying user needs, determining the context of use, determining requirements, creating solution designs, and evaluating the design against user needs. The website-based product digital marketing system that has been developed has succeeded in presenting Eka Jaya Tekstil's profile as a company that produces textile business products, production house galleries, offers superior products, and orders products. The system that has been developed involving 30 respondents using Likert scale by comparing the results of the initial and final evaluations, an increase in the average System Usability Scale (SUS) score by 6.34 points was observed. There was an improvement in the acceptable range from marginal high to acceptable, a shift in the grade scale from D to C, and the adjective rating remained Good. This indicates the success of the redesign using the UCD method in meeting user needs.

Keywords

Marketing Systems, Digital Products, Textiles, User Centered Design, Eka Jaya Tekstil

Full Text:

PDF

References

Adha, L. A. (2020). Digitalisasi Industri Dan Pengaruhnya Terhadap Ketenagakerjaan Dan Hubungan Kerja Di Indonesia. Journal Kompilasi Hukum, 5(2), 267–298. https://doi.org/10.29303/jkh.v5i2.49.

Agarina, M., Suryadi Karim, A., & Sutedi. (2019). User-Centered Design Method in the Analysis of User Interface Design of the Department of Informatics System’s Website. The 5th International Conference on Information Technology and Bussiness (ICITB 2019), 218–230.

Asmara, A., Purnamadewi, Y. L., Mulatsih, S., & Novianti, T. (2013). Faktor - Faktor yang Memengaruhi Perkembangan Investasi pada Industri Tekstil dan Produk Tekstil (TPT) Indonesia. Jurnal Manajemen Teknologi, 12(2). https://doi.org/10.12695/jmt.2013.12.2.3.

Chammas, A., Quaresma, M., & Mont’Alvão, C. (2015). A Closer Look on the User Centred Design. Procedia Manufacturing, 3, 5397–5404. https://doi.org/10.1016/j.promfg.2015.07.656

Eka Kristina Ningsih, N. L. P., & Setiawina, N. D. (2020). Analysis of Competitiveness and Influence Factors of Textile Export, Textile Products in ASEAN Economic Community. American Journal of Humanities and Social Sciences Research (AJHSSR), 4(7), 288–294. www.ajhssr.com

Hermayanto, R. (2023). Effective Marketing Strategies in Business: Trends and Best Practices in the Digital Age. Jurnal Administrare: Jurnal Pemikiran Ilmiah Dan Pendidikan Administrasi Perkantoran, 10(1), 61–72. https://doi.org/https://doi.org/10.26858/ja.v10i1.45101

Inayah, I. (2019). Kesadaran Hukum UMKM Terhadap Ketentuan Di Bidang Kekayaan Intelektual. Law and Justice, 4(2), 120–136. https://doi.org/10.23917/laj.v4i2.8942.

Indra Gunawan, M., Indah Rokhmawati, R., & Hendrakusma Wardani, N. (2019). Evaluasi dan Perbaikan Antarmuka Pengguna Menggunakan Pendekatan User Centered Design (UCD) dan Card Sorting (Studi Kasus: Website Awake Project Malang). Jurnal Pengembangan Teknologi Informasi dan Ilmu Komputer, 3(5), 4835-4845.

Kraus, S., Jones, P., Kailer, N., Weinmann, A., Chaparro-Banegas, N., & Roig-Tierno, N. (2021). Digital Transformation: An Overview of the Current State of the Art of Research. SAGE Open, 11(3), 1–15. https://doi.org/10.1177/21582440211047576

Kuncoro, M. (2013). Indonesia’s Textile and Its Products Industry: Recent Development and Challenges. International Journal of Business and Economic Development, 1(3), 60–74. www.ijbed.org

Maricar, M. A., & Pramana, D. (2020). Usability Testing pada Sistem Peramalan Rentang Waktu Kerja Alumni ITB STIKOM Bali. Jurnal Eksplora Informatika, 9(2), 124–129. https://doi.org/10.30864/eksplora.v9i2.326

Martínez-Peláez, R., Ochoa-Brust, A., Rivera, S., Félix, V. G., Ostos, R., Brito, H., Félix, R. A., & Mena, L. J. (2023). Role of Digital Transformation for Achieving Sustainability: Mediated Role of Stakeholders, Key Capabilities, and Technology. Sustainability, 15(14), 1–27.https://doi.org/10.3390/su151411221

Oktaviani, S., Wiguna, C., & Priyanto, A. (2022). Application of System Usability Scale (SUS) method in testing the usefulness of information system Student Creativity Program (PKM) based on website. The 2nd International Conference of Science and Information Technology in Smart Administration (ICSINTESA 2021), 2658, 1–6. https://doi.org/10.1063/5.0107302

Puspita Eugenia, M., Abdurrofi, M., Almahenzar, B., & Khoirunnisa, A. (2022). Pendekatan Metode User-Centered Design dan System Usability Scale dalam Redesain dan Evaluasi Antarmuka Website Studi Kasus Website Diseminasi Sensus Pertanian. Prosiding Seminar Nasional Official Statistics 2022, 573-584. https://doi.org/10.34123/semnasoffstat.v2022i1.1454.

Rathore, B. (2019). Exploring the Impact of Digital Transformation on Marketing Management Strategies. Eduzone : International Peer Reviewed/Refereed Academic Multidisciplinary Journal, 8(2), 39–48. https://doi.org/10.56614/eiprmj.v8i2y19.366

Rizkhi Apriliyanto, M., Rusdarti, Rusdarti. (2018). Analisis Penyerapan Tenaga Kerja Industri Tekstil dan Produk Tekstil di Provinsi Jawa Tengah. Economics Development Analysis Journal, 7(4), 374-383. https://doi.org/10.15294/edaj.v7i4.27718.

Setiawan, A. (2017). Perlindungan Hukum Terhadap Industri Tekstil Dan Produk Tekstil Dalam Negeri Melalui Tindakan Pengamanan (Safeguard) Di Indonesia Relevansinya Dengan Mea 2015. Jurnal Mercatoria, 10(1), 18-31, https://doi.org/10.31289/mercatoria.v10i1.616.

Siswana Kurniadi, D., Syarief, R., & Ani Suryani, dan. (2017). Strategi Pengembangan Usaha Produk Tekstil di PT Priangan Sentosa Tasikmalaya, Jawa Barat. Jurnal Manajemen Pengembangan Industri Kecil dan Menengah. 12(1), 63-74. https://doi.org/10.29244/mikm.12.1.63-74.

Ramadhan, R., Lestari L.B, P., & Fattah, F. (2021). Pemanfaatan User Centered Design (UCD) untuk Pengembangan Website Pelayanan Administrasi Domisili Penduduk Kecamatan Tomia. Buletin Sistem Informasi dan Teknologi Islam, 2(4), 245–254. https://doi.org/10.33096/busiti.v2i4.987

Yatana Saputri, I. S., Fadhli, M., & Surya, I. (2017). Penerapan Metode UCD (User Centered Design) Pada E-Commerce Putri Intan Shop Berbasis Web. Jurnal Nasional Teknologi dan Sistem Informasi, 3(2), 269–278. https://doi.org/10.25077/teknosi.v3i2.2017.269-278.

DOI: https://doi.org/10.31284/j.jtm.2024.v5i1.5083

Refbacks

  • There are currently no refbacks.