An affective e-commerce design for SMEs product marketing based on kansei engineering

Abstract

One of the SMEs problems in Indonesia in this information technology era is the inability to control the market. SMEs can use the e-commerce website to improve their competitiveness. It can be used as a marketing tool for SMEs to promote their products and expands the SMEs markets especially for the agroindustry SMEs where located in district area that still rely on local markets to sell their product. Some SMEs e-commerce websites have been developed in Indonesia but can not significantly increased the sales of SMEs product. Furthemore, the design of it is only able to meet the consumer need in function and usability. The development of e-commerce design should pay attention in high affective quality. This is because the affective responses effect the user's perception of cognitive quality, usability and ease of use of e-commerce. This study is aimed to make e-commerce that can meet the affective needs of users. The result of Kansei words selection and extraction using TF-IDF are four design concepts of e-commerce website. The formulation of new SMEs e-commerce website design is resulted from the integration of four design concepts and four design elements. The "Natural-Formal" concept has the greatest value than other concepts after QTT-1 analysis. This concept can implemented as the new SMEs e-commerce website design.