UI/UX Optimization and Digital Promotion Strategy for Cigadung Tourism Village Website

Zuhreini Amanda

doi:10.38010/deskomvis.v7i1.174

Authors

Zuhreini Amanda Bina Insani University

DOI:

https://doi.org/10.38010/deskomvis.v7i1.174

Keywords:

User interface, user experience, website design, digital promotion, creative tourism village

Abstract

This study aims to optimize user experience and strengthen digital promotion through the redesign of the website of Kampung Wisata Kreatif Cigadung (KWKC), Bandung City. The study addresses three interconnected problems: low public awareness of KWKC, suboptimal performance of its official digital promotion channel, and unequal representation of micro, small, and medium enterprises (MSMEs) on the existing website. Methodologically, the study applies design thinking (empathize, define, ideate, prototype, and test) supported by the AISAS model to translate user needs into a promotional information architecture. Data were collected through observation, interviews, literature review, benchmarking, and questionnaires. The initial needs analysis involved 153 respondents, while prototype testing involved 68 respondents. The redesign was developed around content completeness, navigational clarity, visual consistency, and equitable MSME representation. The evaluation showed that 77.94% of respondents rated the new visual display as highly attractive, 80.00% stated that the information they needed could be found easily, 78.53% reported that the features facilitated exploration, and 78.24% considered the photographs, videos, and information attractive and informative. In addition, 81.47% of respondents became more interested in visiting KWKC after viewing the redesigned website, and all respondents preferred the new design over the previous one. The contribution of this study lies in integrating UI/UX optimization, AISAS-based promotional logic, and CBT-oriented MSME visibility into a website design framework for a creative tourism village.

Downloads

Download data is not yet available.

References

Adhanisa, C., & Fatchiya, A. (2017). The effectiveness of the website and Instagram as a means of promotion in community-based tourism area. Jurnal Sains Komunikasi dan Pengembangan Masyarakat (JSKPM), 1(4), 451–466. https://doi.org/10.29244/jskpm.1.4.451-466

Akbar, F. M., Wardhanie, A. P., & Amelia, T. (2023). Implementasi re-design UI/UX website fumigasi untuk meningkatkan customer experience. Journal of Applied Computer Science and Technology, 4(2), 90–99. https://doi.org/10.52158/jacost.v4i2.488

Asker, S., Boronyak, L., Carrard, N., & Paddon, M. (2010). Effective community based tourism: A best practice manual. CRC for Sustainable Tourism.

Ayu, T. B., & Wijaya, N. (2023). Penerapan metode design thinking pada perancangan prototype aplikasi Payoprint berbasis Android. MDP Student Conference, 2(1), 68–75. https://doi.org/10.35957/mdp-sc.v2i1.4065

David, J., & Rosanto, S. (2023). Analisa penerapan community based tourism pada desa wisata: Kampung Wisata Kreatif Cigadung, Jawa Barat. Jurnal Fusion, 3(8), 785–799. https://doi.org/10.54543/fusion.v3i08.348

Dwiningwarni, S. S., Indrawti, M., Ali, M., & Andari, S. Y. D. (2021). Development of tourism village based on promotion integration through website. Jurnal Pengabdian Kepada Masyarakat, 5(2), 468 -479. https://doi.org/10.52166/engagement.v5i2.982

Firmansyah, Fadhilah, T., Catur, A., Nurmelia, E., & Rachmansyah, R. (2021). Application of digital communication to increase the tourism promotion in Dayeuh Kolot Village, Subang. Mediator: Jurnal Komunikasi, 14(1), 54–65. https://doi.org/10.29313/mediator.v14i1.7627

Garrett, J. J. (2011). The elements of user experience: User-centered design for the web and beyond (2nd ed.). New Riders.

Herawati, A., Purwaningsih, A., & Handharko, Y. D. (2018). Promoting village tourism through the development of information systems. Review of Integrative Business and Economics Research, 7(1), 221-236. http://buscompress.com/journal-home.html

Kress, G., & van Leeuwen, T. (2006). Reading images: The grammar of visual design (2nd ed.). Routledge.

Martínez-Sala, A. M., Monserrat-Gauchi, J., & Alemany-Martínez, D. (2020). User usable experience: A three-dimensional approach on usability in tourism websites and a model for its evaluation. Tourism Management Perspectives, 33, 100579. https://doi.org/10.1016/j.tmp.2019.100579

Nasution, W. S. L., & Nusa, P. (2021). UI/UX design web-based learning application using design thinking method. ARRUS Journal of Engineering and Technology, 1(1), 18–27. https://doi.org/10.35877/jetech532

Nielsen, J. (1994). Enhancing the explanatory power of usability heuristics. In Proceedings of the SIGCHI Conference on Human Factors in Computing Systems (pp. 152–158). https://doi.org/10.1145/191666.191729

Oktaviani, D., Sukma, A., Latifah, I., & Al Hafidz, S. N. (2024). Analysis of physical evidence and promotion of Braga Tourism Village on the interest in visiting tourists. Almana: Jurnal Manajemen dan Bisnis, 8(1), 69–76. https://doi.org/10.36555/almana.v8i1.2353

Rahman, N. K., Utami, S. B., & Pancasilawan, R. (2021). Kolaborasi pengembangan destinasi pariwisata kreatif di Kota Bandung: Studi pada Bandung Creative Belt sektor Cigadung. JANE (Jurnal Administrasi Negara), 13(1), 74–88.

Redaksi. (2023, March 6). Menparekraf: “ICREFS 2023” jadi pemacu ekonomi kreatif Indonesia. SinarHarapan.net. https://www.sinarharapan.net/menparekraf-icrefs-2023-jadi-pemacu-ekonomi-kreatif-indonesia/

Rosyid, M. H., & Ramadhani, R. A. (2023). Membangun industri kreatif berkelanjutan: Tantangan dan peluang di era modern. Robbani: Jurnal Keilmuan dan Aplikasi Ekonomi Islam, 2(1), 53–67. https://jurnal.fossei.org/

Ruswandi, P. U., Hartoyo, H., & Najib, M. (2021). Attention, interest, search, action, and share (AISAS) analysis of promotion effectiveness of Zomato. Binus Business Review, 12(2), 177–188. https://doi.org/10.21512/bbr.v12i2.6676

Yasmine, H. T., & Atmojo, W. T. (2022). UI/UX design for tourism village website using the user centered design method. TIERS Information Technology Journal, 3(2), 100–114. https://doi.org/10.38043/tiers.v3i2.3871