Strategi Perancangan Website Layanan Workshop pada Usaha Mikro Handicraft

Nisa, Atifa Raidatun (2025) Strategi Perancangan Website Layanan Workshop pada Usaha Mikro Handicraft. Masters thesis, Institut Teknologi Sepulih Nopember.

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Abstract

Transformasi digital menjadi suatu kebutuhan penting bagi Usaha Mikro, Kecil , dan Menengah (UMKM) untuk meningkatkan daya saing di era industri kreatif. Namun, kenyataannya adopsi teknologi digital UMKM di Indonesia masih rendah, 13% di tahun 2020. Salah satu strategi potensial dalam pemasaran UMKM adalah dengan pengembangan website, khususnya bagi UMKM sektor handicraft yang menawarkan pengalaman langsung kepada pelanggan. Penelitian ini bertujuan untuk meningkatkan pelanggan usaha mikro handicraft melalui pengembangan website bagi usaha mikro workshop handicraft. Metode pada penelitian ini adalah pendekatan design thinking dan experiential marketing. Studi kasus penelitian ini dilakukan pada Usaha Mikro FGH adalah sebuah usaha yang bergerak di bidang kriya tekstil dengan teknik shibori dan eco-print, berdiri pada tahun 2020 dengan fokus pada penyelenggaraan workshop serta penjualan alat, bahan, dan produk handmade, yang masih dalam tahap perintisan dengan omzet tahunan kurang dari Rp 300 juta, serta seluruh kegiatan usaha masih dilakukan secara manual oleh pemilik sendiri. Proses penelitian ini mengikuti lima tahapan design thinking, dimulai dengan empathize, define, ideate, prototype, hingga test. Tahap empathize dilakukan melalui wawancara mendalam dan observasi terhadap pemilik usaha dan calon pengguna. Hasilnya, ditemukan bahwa terdapat dua persona utama, yaitu “Si Kreatif Penasaran” dan “Pebisnis Craft”, dengan fokus utama pengembangan website pada persona Pebisnis Craft. Pada tahap define, hasil wawancara dipetakan menggunakan empathy map, customer journey map, dan value proposition canvas untuk mengidentifikasi kebutuhan pengguna. Selanjutnya, ide solusi dirumuskan melalui proses brainstorming kolaboratif yang mengacu pada teori experiential marketing (sense, feel, think, act, dan relate). Pada tahap ini, ide yang dirumuskan juga divalidasi kepada pemilik usaha dan pelanggan, berdasarkan relevansi, manfaat dan kelayakan implementasinya. Prototype website dikembangkan secara konseptual dan diuji secara terbatas melalui usability testing, SUS, dan feedback capture grid. Hasil pengujian menunjukkan skor SUS sebesar 84,6 yang menunjukkan bahwa website telah sesuai ekspektasi pengguna.
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Digital transformation has become a crucial necessity for Micro, Small, and Medium Enterprises (MSMEs) to enhance their competitiveness in the creative industry era. However, in reality, digital technology adoption among MSMEs in Indonesia remains low, with only 13% adoption recorded in 2020. One potential strategy for MSME marketing is website development, particularly for handicraft MSMEs that offer direct experiential engagement to customers. This study aims to improve customer engagement for micro handicraft businesses through the development of a website tailored for micro workshop-based enterprises. The research employs a design thinking and experiential marketing approach. The case study focuses on a micro-enterprise called FGH, operating in the textile craft sector using shibori and eco-print techniques. Established in 2020, the business concentrates on conducting workshops and selling tools, materials, and handmade products. Still in its early stage, the enterprise generates an annual turnover of less than IDR 300 million, with all business operations manually managed by the owner. The research process follows the five stages of design thinking: empathize, define, ideate, prototype, and test. The empathize stage was conducted through in-depth interviews and observations with the business owner and potential users. The findings identified two main personas: “The Curious Creative” and “The Craft Entrepreneur,” with the primary focus of website development directed at the latter. In the define stage, interview results were mapped using empathy maps, customer journey maps, and the value proposition canvas to identify user needs. Subsequently, solution ideas were formulated through a collaborative brainstorming process referring to the experiential marketing framework (sense, feel, think, act, and relate). These ideas were validated with the business owner and customers based on their relevance, benefits, and implementation feasibility. A conceptual prototype of the website was developed and tested in a limited setting through usability testing, the System Usability Scale (SUS), and the feedback capture grid. The usability testing results showed a SUS score of 84.6, indicating that the website met user expectations.

Item Type:	Thesis (Masters)
Uncontrolled Keywords:	Usaha mikro, kerajinan tangan, lokakarya, website, design thinking, experiential marketing
Subjects:	H Social Sciences > HD Industries. Land use. Labor > HD1393.25 Business enterprises H Social Sciences > HD Industries. Land use. Labor > HD30.213 Management information systems. Dashboards. Enterprise resource planning. H Social Sciences > HD Industries. Land use. Labor > HD30.28 Planning. Business planning. Strategic planning. H Social Sciences > HD Industries. Land use. Labor > HD45 Technological innovations H Social Sciences > HF Commerce > HF5415.32 Consumers' preferences H Social Sciences > HF Commerce > HF5548.32 Electronic commerce.
Divisions:	Interdisciplinary School of Management and Technology (SIMT) > 78201-System And Technology Innovation
Depositing User:	Atifa Raidatun Nisa
Date Deposited:	17 Jul 2025 09:21
Last Modified:	17 Jul 2025 09:21
URI:	http://repository.its.ac.id/id/eprint/119936

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