A System Analysis and Design for SMEs Product Presentation on E-commerce Website based on Kansei Engineering (Case Study: SMEs Products of Ponorogo Regency)

Abstract

Nowadays, various e-commerce websites are readily accessible to consumers and are increasing rapidly over time. The vast advantages provided by e-commerce websites have made consumers become more sophisticated. Consumers will choose the e-commerce that matches their own feeling rather than the ones that could function well. Kansei Engineering (KE) is a technology to assimilate human kansei for a product and design variable. Previously, there were many studies that applied KE on e-commerce website design. Among them are the ones that focus on e-commerce design. However, there is still no study that pays attention in product presentation design on e-commerce website based on KE. The development of e-commerce website design for Ponorogo’s SMEs product marketing can focus on affective quality of the design. The affective responses that affect the user’s perception of cognitive quality, usability and ease of use of e-commerce. The development of SMEs e-commerce website design should be able to meet the consumers’ expectation. The good affective quality is one of the pleasure factor of the consumer’s needs. This study is aimed to make SMEs product presentation on e-commerce website to meet the affective needs of the user by using Kansei Engineering. The BPMN is used to analyse the process design of the SMEs e-commerce website. The result of Kansei words selection and extraction using TF-IDF and PCA are three design concepts. The formulation of new SME e-commerce website results from the integration of three design concept and four design elements. The “Modern” concept has the greatest value than other concepts after QTT-1 analysis.