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All Journal JOURNAL OF INFORMATICS AND TELECOMMUNICATION ENGINEERING
Firdaus, Rona
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Computer Science & IT Engineering

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Digital Marketing and Consumer Engagement for Traditional Handwoven Products through a Web-Based Retail System Muhammad Zamroni Uska; Wirasasmita, Rasyid Hardi; Firdaus, Rona; Kholisho, Yosi Nur; Jamaluddin, Jamaluddin
JOURNAL OF INFORMATICS AND TELECOMMUNICATION ENGINEERING Vol. 9 No. 2 (2026): Issues January 2026
Publisher : Universitas Medan Area

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31289/jite.v9i2.16500

Abstract

Traditional handwoven products often struggle to reach wider markets due to the continued reliance on conventional selling practices, which limits visibility and reduces opportunities for consumer engagement in digital retail environments. This study aims to develop and evaluate a web-based retail platform that supports the digital marketing of traditional handwoven products and enhances consumer interaction. A Research and Development approach was employed, integrating essential retail features such as product catalog management, ordering processes, user administration, and interaction interfaces. The platform was evaluated through expert validation to assess content relevance, functional testing using automated tools to ensure system accuracy, performance assessment to examine system efficiency, and usability testing involving 25 users to measure ease of use and consumer acceptance. The results demonstrate that the platform performs reliably, achieves complete functional accuracy, and exhibits high usability, indicating strong approval among users. Performance testing also shows that the platform operates efficiently and is suitable for real retail use. The implications of this study suggest that web-based retail platforms can strengthen digital marketing practices, expand market accessibility for traditional artisans, and contribute to improved consumer experience within craft-based retail sectors.
Co-Authors Jamaluddin Jamaluddin Kholisho, Yosi Nur Rasyid Hardi Wirasasmita Uska, Muhammad Zamroni