Pengembangan Website Personal Branding Pakaian Anak dengan Five Plane UX dan Value-Based Positioning Studi MadinaKids
DOI:
https://doi.org/10.57235/qistina.v4i2.6796Abstract
MadinaKids adalah UMKM fashion anak yang berdiri pada 2021 dan memasarkan produk melalui marketplace seperti Shopee, Tokopedia, dan TikTok Shop. Namun, MadinaKids menghadapi tantangan berupa tingginya biaya promosi, fluktuasi penjualan, serta kesulitan membangun loyalitas pelanggan akibat komunikasi nilai produk yang belum optimal. Penelitian ini bertujuanmengembangkan website personal branding MadinaKids menggunakan metode Five Planes of User Experience (UX) serta strategi Value-Based Positioning yang menonjolkan nilai fungsional, emosional, sosial, ekonomis, dan etis. Data penelitian diperoleh melalui observasi, wawancara dengan pemilik usaha, dan studi literatur terkait UX dan branding. Validasi desain dilakukan oleh ahli UX dan branding guna memastikan website memenuhi standar kenyamanan pengguna, kejelasan informasi, serta efektivitas personal branding. Hasil penelitian menunjukkan lima dari enam aspek UEQ memperoleh nilai "Excellent," sedangkan Novelty masih tergolong "Good." Skor rata-rata SUS sebesar 86.3 termasuk kategori "Excellent". Website ini dapat meningkatkan pengalaman pengguna dan memperkuat identitas merek MadinaKids secara digital.
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