Rahmanita, Indira (2026) Perancangan Platform Retail Digital Suku Cadang Otomotif Impor Berbasis Customer-Centric Design Untuk Segmen Car Enthusiast. Masters thesis, Insititut Teknologi Sepuluh Nopember.
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Abstract
Penelitian ini bertujuan untuk merancang platform retail digital suku cadang otomotif impor berbasis customer-centric design untuk segmen car enthusiast. Permasalahan utama yang diangkat adalah keterbatasan transparansi informasi produk, ketidakpastian kompatibilitas dan keaslian suku cadang, estimasi biaya impor yang kurang jelas, serta rendahnya visibilitas proses pengiriman. Penelitian menggunakan pendekatan design-based qualitative research dengan kerangka design thinking yang mencakup tahap empathize, define, ideate, prototype dan test. Data dikumpulkan melalui wawancara mendalam, observasi terbatas dan pengujian prototipe kepada pengguna sasaran. Hasil tahap empathize dan define menghasilkan identifikasi pain points, needs statement, persona, empathy map dan customer journey map. Temuan tersebut diterjemahkan ke dalam rancangan platform DropNDrive dengan fitur utama compatibility checker, authenticity verification, landed cost calculator, technical consultation, product review, tracking order dan membership. Evaluasi awal menunjukkan bahwa rancangan platform dinilai relevan dalam meningkatkan kepercayaan, kemudahan pencarian dan kepastian transaksi bagi car enthusiast. Penelitian ini memberikan kontribusi praktis berupa rancangan Minimum Viable Product (MVP) platform retail digital serta kontribusi akademik pada penerapan design thinking dan customer-centric design dalam konteks aftermarket otomotif impor. Secara metodologis, penelitian ini menegaskan pentingnya validasi pengguna sejak tahap awal pengembangan solusi digital terarah.
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This study aims to design a customer-centric digital retail platform for imported automotive spare parts targeting the car enthusiast segment. The main issues addressed in this study include limited transparency of product information, unclear import cost estimation and low visibility of the delivery process. The research adopts a design-based qualitative research approach using the design thinking framework, which consists of the empathize, define, ideate, prototype and test stages. Data were collected through in-depth interviews, limited observations and prototype testing involving target users. The empathize and define stages resulted in the identification of pain points, needs statements, personas, empathy maps and customer journey maps. These findings were translated into the design of the DropNDrive platform, featuring key functionalities such as a compatibility checker, authenticity verification, landed cost calculator, technical consultation, product reviews, order tracking and membership services. Initial evaluation results in enhancing trust, improving product search convenience and increasing transaction certainty for car enthusiasts. This study provides a practical contribution in the form of a Minimum Viable Product (MVP) design for a digital retail platform, as well as an academic contribution to the application of design thinking and customer-centric design within the context of the imported automotive aftermarket industry. Methodologically, the study emphasizes the importance of user validation from the early stages of targeted digital solution development.
| Item Type: | Thesis (Masters) |
|---|---|
| Uncontrolled Keywords: | customer-centric, design thinking, platform retail digital, impor suku cadang otomotif, car enthusiast. =============================================== customer-centric, design thinking, digital retail platform, imported automotive spare parts, car enthusiast. |
| Subjects: | T Technology > T Technology (General) > T58.6 Management information systems |
| Divisions: | Interdisciplinary School of Management and Technology (SIMT) > 78201-System And Technology Innovation |
| Depositing User: | Indira Rahmanita |
| Date Deposited: | 28 Jul 2026 02:45 |
| Last Modified: | 28 Jul 2026 02:45 |
| URI: | http://repository.its.ac.id/id/eprint/138415 |
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