MOBILE APPLICATION DESIGN TO IDENTIFY BRAND THROUGH ADAPTATION OF ARCHETYPES METHOD FOR MICRO BUSINESS IN BANDUNG CITY(CASE STUDY: CULINARY)

• Main Author: Putri, Kintani
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/69983
• Institution: Institut Teknologi Bandung

Micro, Small and Medium Enterprises (MSMEs) are a driving force for Indonesia's economic growth, according to PP No. 7 of 2021 the central and regional governments synergize in facilitating, protecting and empowering MSMEs. The Government of Bandung City as the recipient of the 2021 NATAMUKTI NINDYA GANAPRAVARA award is committed to providing comprehensive assistance so that MSMEs can continue to develop. One of them is digitizing MSMEs to increase revenue and optimize costs. Based on survey data from Blibli, Kompas Daily, and the Boston Consulting Group 2021 (BCG), only 20% of 340 samples of MSMEs in Indonesia have digital literacy skills. These limitations impede digital transformation. Training and development can increase opportunities for digital transformation. Identification of MSMEs brands as elements of the strategic pillars in digital transformation must be considered. One method that facilitates brand identification is archetypes, because it can be implemented as a brand quality standard. Media is needed as an illustration of the brand identification process for business actors. This study uses the The Element of UX method which contains 5 components based on user needs, which begins with a strategy for data research and determines the objectivity of mobile applications, scope for determining function and field, structure for mapping patterns or flows to be developed in mobile applications, skeleton to elaborate on all design elements, and surface to perfect the design so that its function is more conveyed and attractive to users. Then the design is evaluated by experts (to improve the design) and the MSMEs department (to adjust to empirical conditions). In addition, user trials were carried out to validate the ease of use of the application. The results of this study are mobile application designs that contain brand identification features (along with identification result infographics), business training, and expert consultation that can facilitate micro-business actors with low digital literacy in Bandung city to identifying business brands and continue to grow.