PERANCANGAN WEBSITE E-COMMERCE UNTUK MENINGKATKAN PENGALAMAN PENGGUNA (USER EXPERIENCE/UX) PADA USAHA LAYANAN GURAH MESIN DI KABUPATEN KLATEN

Eko Hariadi; Afnan Rosyidi

doi:10.51878/manajerial.v5i4.8669

Authors

Eko Hariadi STMIK Amikom Surakarta
Afnan Rosyidi STMIK Amikom Surakarta

DOI:

https://doi.org/10.51878/manajerial.v5i4.8669

Keywords:

User Experience, E-Commerce, UX Design, UMKM Digital, Gurah Mesin

Abstract

ABSTRACT

The rapid growth of digital transformation has driven micro, small, and medium enterprises (MSMEs) to adopt e-commerce technologies to expand market reach and improve service quality. This study aims to analyze the User Experience (UX) performance of two automotive service websites gurahmesin.pro and gurahmesinpro.my.id operated by a local “Gurah Mesin” business in Klaten Regency, Central Java, Indonesia. This research employed a descriptive-comparative method using both quantitative and qualitative approaches. Data were collected through the System Usability Scale (SUS) questionnaire, heuristic evaluation, and user interviews. Twenty respondents participated in assessing usability, navigation clarity, interface design, and interaction efficiency across both websites. The findings revealed that gurahmesinpro.my.id achieved a SUS score of 87 (Excellent), while gurahmesin.pro scored 47 (Poor). The superior performance of gurahmesinpro.my.id was primarily due to faster access speed, consistent navigation structure, responsive mobile layout, and clearer call-to-action (CTA) design. Implementing an optimized UX design significantly improved user satisfaction and service booking conversion rates by 35%. The study concludes that integrating UX principles into e-commerce website design has a substantial positive impact on user comfort, trust, and loyalty. The gurahmesinpro.my.id platform serves as a practical model for enhancing digital transformation among local automotive MSMEs in Indonesia.

ABSTRAK

Transformasi digital telah mendorong pelaku usaha mikro, kecil, dan menengah (UMKM) untuk beradaptasi melalui pemanfaatan teknologi e-commerce guna meningkatkan jangkauan pasar dan kualitas layanan. Penelitian ini bertujuan untuk menganalisis pengalaman pengguna (User Experience/UX) pada dua website layanan otomotif “Gurah Mesin” di Kabupaten Klaten, yaitu gurahmesin.pro dan gurahmesinpro.my.id. Metode penelitian menggunakan pendekatan deskriptif-komparatif dengan kombinasi kuantitatif dan kualitatif. Instrumen yang digunakan meliputi kuesioner System Usability Scale (SUS), heuristic evaluation, dan wawancara pengguna. Sebanyak 20 responden dilibatkan untuk menguji tingkat kegunaan, kemudahan navigasi, tampilan antarmuka, serta efektivitas interaksi pengguna. Hasil penelitian menunjukkan bahwa website gurahmesinpro.my.id memperoleh skor SUS sebesar 87 (kategori Excellent), sedangkan gurahmesin.pro hanya memperoleh 47 (kategori Poor). Perbedaan ini disebabkan oleh aspek kecepatan akses, konsistensi navigasi, tampilan responsif, dan kejelasan call-to-action (CTA) pada website baru. Implementasi desain UX yang baik terbukti mampu meningkatkan tingkat kepuasan pengguna dan konversi pemesanan layanan sebesar 35%. Kesimpulan penelitian menegaskan bahwa penerapan prinsip UX pada website e-commerce berpengaruh signifikan terhadap kenyamanan, kepercayaan, dan loyalitas pengguna. Website gurahmesinpro.my.id dapat dijadikan model penerapan UX yang efektif untuk mendukung transformasi digital UMKM otomotif lokal.

References

Andika, R., & Renaldi, D. (2023). Heuristic evaluation of UI/UX to enhance experience and sales in e-commerce. bit-Tech, 7(2). https://doi.org/10.32877/bt.v7i2.1730

Garrett, J. J. (2011). The Elements of User Experience: User-Centered Design for the Web and Beyond (2nd ed.). New Riders.

Gusfi, D. A., Widodo, A., Dewi, C. K., Rubiyanti, N., & Silvianita, A. (2024). Pengaruh user experience terhadap customer satisfaction dengan e-service quality sebagai mediator pada Blibli: A conceptual paper. Jurnal Indonesia: Manajemen Informatika dan Komunikasi, 5(2), 2011–2023. https://doi.org/10.35870/jimik.v5i2.843

Hidayah, N., & Rahman, A. (2025). Pengaruh promosi call to action pada aplikasi Spotify terhadap loyalitas pelanggan dalam perspektif bisnis Islam. Jurnal Media Akademik (JMA), 3(2).

https://jurnal.mediaakademik.com/index.php/jma/article/download/1589/1383/4690

Hidayat, P. S., & Nasution, M. I. P. (2024). Pengaruh kinerja situs web terhadap kepuasan dan loyalitas pelanggan di e-commerce. Switch: Jurnal Sains dan Teknologi Informasi, 2(4), 14–25. https://doi.org/10.62951/switch.v2i4.82

Hutabarat, R. S., & Sudaryana, K. (2023). User-centered design pada user interface (UI) / user experience (UX) prototyping aplikasi e-commerce. Jurnal Penelitian Teknologi Informasi dan Sains (JPTIS), 2(4). https://doi.org/10.54066/jptis.v2i4.2781

Kangagung, A., & Marchyta, N. K. (2024). Antecedents of online experience on e-commerce platform in Indonesia. Jurnal Manajemen Pemasaran, 16(1), 32–36. https://doi.org/10.9744/pemasaran.16.1.32-36

Khairan, F., Winarno, W., & Nasri, A. (2023). Shopee e-commerce website quality analysis based on user perception using the Webqual method. Jurnal Indonesia Sosial Teknologi (JIST), 5(11). https://doi.org/10.59141/jist.v5i11.7049

Kurniawan, G., Adnan, F., & Putra, J. A. (2023). Perancangan user interface dan user experience aplikasi e-commerce kain batik pada UMKM Rezti’s Batik menggunakan pendekatan design thinking. Jurnal Teknologi Informasi dan Ilmu Komputer (JTI-IK). https://doi.org/10.25126/jtiik.2023106733

Lazuardina, D., & Suyatno, D. F. (2022). Measurement of user interface (UI) and user experience (UX) on “Shopee” mobile apps using the heuristic evaluation method. Journal of Emerging Information Systems and Business Intelligence (JEISBI), 4(3). https://ejournal.unesa.ac.id/index.php/JEISBI/article/view/54717

Lemon, K. N., & Verhoef, P. C. (2016). Understanding customer experience throughout the customer journey. Journal of Marketing, 80(6), 69–96. https://doi.org/10.1509/jm.15.0420

Mulyana, D., & Nugraha, A. (2024). Pengaruh social proof terhadap kepercayaan dan niat pembelian pada platform e-commerce Indonesia. Komunika: Jurnal Ilmu Komunikasi, 12(2), 145–158. https://jurnal.apekanologi.id/index.php/komunika/article/view/2319

Muqoddas, A., Yogananti, A. F., & Bastian, H. (2023). Usability user interface desain pada aplikasi e-commerce (studi komparasi terhadap pengalaman pengguna Shopee, Lazada, dan Tokopedia). ANDHARUPA: Jurnal Desain Komunikasi Visual & Multimedia, 6(1). https://doi.org/10.33633/andharupa.v6i1.3194

Nielsen, J. (2020). 10 Usability Heuristics for User Interface Design. Nielsen Norman Group.

Osterwalder, A., Pigneur, Y., Bernarda, G., Smith, A., & Papadakos, T. (2020). Value proposition design: How to create products and services customers want (2nd ed.). Wiley.

Pramono, P. P., & Sanica, I. G. (2025). User Experience Influence On Purchase Intention In Tokopedia. Eduvest-Journal of Universal Studies, 5(2), 2248-2264. https://doi.org/10.59188/eduvest.v5i2.50932

Schrepp, M., Thomaschewski, J., & Hinderks, A. (2022). Construction of a benchmark for the user experience questionnaire (UEQ). International Journal of Interactive Multimedia and Artificial Intelligence, 7(1), 16–23. https://serwiss.bib.hs-hannover.de/frontdoor/index/index/docId/3397

Suadamara, R. (2023). Opportunity and challenges in UX design for e-commerce website. Engineering, Mathematics and Computer Science Journal (EMACS), 6(2). https://doi.org/10.21512/emacsjournal.v6i2.11555

Susanti, E., Rasyid, A., & Nurjanah. (2024). Analisis usability terhadap kepuasan dan loyalitas pengunjung website. Jurnal Gema Pustakawan, 9(1), 26–37.

https://doi.org/10.31258/jgp.9.1.26-37

Tandon, U., Kiran, R., & Sah, A. N. (2021). Customer satisfaction as mediator between website service quality and repurchase intention: An emerging economy case. Service Science, 13(1), 1–15. https://pubsonline.informs.org/doi/abs/10.1287/serv.2016.0159