In today’s rapidly advancing digital era, Small and Medium Enterprises (SMEs) face significant challenges in staying competitive in the market. One effective way to address these challenges is by adopting online platforms, such as websites, which enable SMEs to expand their market reach and enhance their competitiveness.
This study proposes a solution through the design of an optimal website for SMEs using the Kansei Engineering and Analytical Hierarchy Process (AHP) approaches. The goal is to create a user experience that is not only functional but also visually appealing and emotionally engaging. By focusing on elements of trust and visual attractiveness, this research places customers at the center of the design process.
Research Methodology
Data for this study were collected through several methods:
- Direct observation to understand the needs of SME businesses.
- Interviews with SME owners to identify their challenges and expectations.
- Kansei Words questionnaires used to capture customers’ emotional perceptions of website design.
The results of this data analysis were used to determine the main criteria for website design, including essential elements such as transparency, security, and visually appealing design.
Website Prototype and Testing
Based on the research findings, a website prototype was developed with key features such as:
- Clear and easy-to-understand privacy policies.
- Transparent and customer-friendly return policies.
- Visually engaging interactive design, including intuitive navigation, light animations, and a modern layout.
The prototype was then evaluated using the System Usability Scale (SUS) to measure user satisfaction and usability. The results indicate that the integration of functional security features and visually appealing design successfully meets customer expectations.
Research Contribution
This study provides valuable insights for SMEs aiming to compete in the digital market. By combining security, aesthetics, and emotional responses in website design, SMEs can:
- Strengthen customer trust.
- Build emotional connections with their brand.
- Improve their competitiveness in an increasingly competitive market.
The proposed website not only fulfills functional requirements but also delivers an enjoyable user experience, achieving a balance between aesthetics and functionality.
This research serves as a guideline for SMEs in developing online platforms that are not only technically relevant but also aligned with modern consumer expectations.
Keywords: Analytical Hierarchy Process (AHP), Kansei Engineering, Website Development, Small and Medium Enterprises (SMEs)
