E-Commerce Kerajinan Rotan Muara Tenang Pagar Alam Berbasis Design Thinking dan HEART Framework

Abstract

Muaratenang rattan handicrafts in Pagar Alam have significant economic potential; however, the utilization of digital technology to support promotion and marketing remains suboptimal, resulting in relatively limited market reach. This study aims to develop and evaluate an e-commerce website for rattan handicrafts as a digital marketing medium that meets the needs of artisans and consumers. The study employs the Design Thinking approach through the stages of empathize, define, ideate, prototype, and test, while user experience is evaluated using the HEART Framework. A needs analysis was conducted involving 27 respondents, while user experience evaluation was based on 15 valid HEART items. The needs analysis results showed an overall mean score of 4.65 on a 5-point scale, equivalent to 92.93%, with the need for a website reaching 4.99 or 99.85% and the need for website features reaching 5.00 or 100%. From the consumer perspective, trust obtained a score of 4.26 or 85.28%, interest and need for use scored 4.24 or 84.80%, product information scored 4.18 or 83.68%, and shopping convenience scored 4.05 or 81.00%. The HEART evaluation resulted in an overall mean score of 4.24 or 84.80%, with Happiness achieving the highest score of 4.43 or 88.67% and Adoption the lowest at 4.01 or 80.13%. The results indicate that the website received a positive response and has the potential to expand the marketing reach of rattan handicraft products. Future research should focus on improving the Adoption dimension, conducting validation with a broader user population, and measuring the website's impact on transaction growth and market reach.

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