Pengembangan Aplikasi Marketplace Peluang Usaha Franchise Untuk Keberlanjutan Umkm Berbasis Design Thinking Dan Terintegrasi Dengan House Of Quality (HoQ)

Ardiansyah, Mukhammad Arda (2026) Pengembangan Aplikasi Marketplace Peluang Usaha Franchise Untuk Keberlanjutan Umkm Berbasis Design Thinking Dan Terintegrasi Dengan House Of Quality (HoQ). Masters thesis, Institut Teknologi Sepuluh Nopember.

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Abstract

Usaha Mikro, Kecil, dan Menengah (UMKM), khususnya sektor makanan dan minuman, masih menghadapi kendala dalam mencari peluang franchise, membandingkan pilihan usaha, memperoleh informasi legalitas, melakukan transaksi, dan membangun komunikasi antara franchisee dan franchisor. Penelitian ini bertujuan mengembangkan prototype marketplace peluang usaha franchise dengan menggunakan metode Design Thinking yang terintegrasi dengan House of Quality (HoQ). Tahapan Design Thinking terdiri atas Empathize, Define, Ideate, Prototype, dan Test, sedangkan HoQ digunakan untuk menerjemahkan kebutuhan pengguna atau customer requirements (WHATs) menjadi spesifikasi teknis aplikasi atau technical requirements (HOWs) serta menentukan prioritas fitur. Hasil penelitian menghasilkan prototype dengan fitur pencarian dan filter franchise, perbandingan franchise, informasi dan verifikasi administratif legalitas, transaksi dalam platform, chat atau ticketing, serta e-learning dan SOP digital. Pengujian menggunakan User Experience Questionnaire terhadap 14 responden yang terdiri atas 7 franchisee dan 7 franchisor. Hasil pengujian menunjukkan nilai Daya Tarik sebesar 1,67, Kejelasan 1,78, Efisiensi 1,87, dan Ketepatan 1,54 dengan kategori Good, sedangkan Stimulasi sebesar 1,13 dan Kebaruan 0,75 dengan kategori Above Average. Hasil tersebut menunjukkan bahwa prototype memperoleh penilaian positif, terutama pada aspek efisiensi, meskipun masih diperlukan penyempurnaan pada kelengkapan informasi, notifikasi transaksi, rating, rekomendasi franchise, dan keamanan sistem. Integrasi Design Thinking dan HoQ mampu menghasilkan rancangan aplikasi yang sesuai dengan kebutuhan pengguna serta berpotensi mendukung keberlanjutan UMKM melalui peningkatan kualitas pengambilan keputusan, transparansi informasi, efisiensi proses, kesiapan operasional, dan potensi pendapatan melalui fee transaksi.
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Micro, Small, and Medium Enterprises (MSMEs), particularly those in the food and beverage sector, continue to face difficulties in finding franchise opportunities, comparing business alternatives, obtaining legal information, conducting transactions, and establishing communication between franchisees and franchisors. This study aims to develop a franchise opportunity marketplace prototype using the Design Thinking method integrated with the House of Quality (HoQ). The research process consisted of the Empathize, Define, Ideate, House of Quality, Prototype, and Test stages. Design Thinking was used to identify user problems and needs, while HoQ was applied after the Ideate stage to translate customer requirements (WHATs) into application technical requirements (HOWs) and determine feature development priorities before the prototype was developed. The study produced a marketplace prototype featuring franchise search and filtering, franchise comparison, administrative legal information and verification, in-platform transactions, chat or ticketing, and digital e-learning and standard operating procedures. The prototype was evaluated using the User Experience Questionnaire involving 14 respondents, consisting of seven franchisees and seven franchisors. The evaluation results showed scores of 1.67 for Attractiveness, 1.78 for Perspicuity, 1.87 for Efficiency, and 1.54 for Dependability, all of which were categorized as Good. Meanwhile, Stimulation received a score of 1.13 and Novelty received a score of 0.75, both of which were categorized as Above Average. These results indicate that the prototype received a positive evaluation, particularly in terms of efficiency. However, further improvements are required regarding information completeness, transaction notifications, ratings, franchise recommendations, and system security. The integration of Design Thinking and HoQ resulted in an application design that corresponds to user needs and has the potential to support MSME sustainability by improving decision-making quality, information transparency, process efficiency, operational readiness, and potential platform revenue through transaction fees.

Item Type:	Thesis (Masters)
Uncontrolled Keywords:	UMKM, marketplace franchise, Design Thinking, House of Quality, User Experience Questionnaire, franchise marketplace
Subjects:	T Technology > T Technology (General) > T58.5 Information technology. IT--Auditing 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:	Mukhammad Arda Ardiansyah
Date Deposited:	31 Jul 2026 02:53
Last Modified:	31 Jul 2026 02:53
URI:	http://repository.its.ac.id/id/eprint/142173

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