ANALISIS USABILITY TESTING TERHADAP WEBSITE “PALLET COFFEE JAGAKARSA” GUNA MENINGKATKAN BRAND AWARENESS

ABSTRACT
The coffee shop business operating in the fast-growing Food and Beverage sector.
The changing lifestyle of the community who prefer instant products has driven
entrepreneurs to create products that meet consumer needs. Pallet Coffee
Jagakarsa is currently facing competition within the same area, has a less strategic
location, less effective Instagram promotion, and needs a website as an effective
and efficient information medium. The research problem in this study is the analysis
of usability testing on the Pallet Coffee Jagakarsa website to increase brand
awareness. The purpose of this research is to determine the Usability Testing efforts
on the Pallet Coffee Jagakarsa website to increase Brand Awareness. This research
uses a descriptive qualitative method. Data is obtained from interviews,
observations, feasibility test surveys, and documentation. The results of this study
indicate that the Usability Testing efforts in increasing Brand Awareness on the
Pallet Coffee Jagakarsa website have reached a fairly good level of brand recall,
where previously the public only knew about it through word of mouth, but now the
public can search for and find information through the Pallet Coffee Jagakarsa
website.
Keywords: Usability Testing, Brand awareness, Website, Pallet Coffee Jagakarsa,
Brand Recall.
ABSTRAK
Usaha bisnis Coffee Shop yang bergerak di sektor Food and Beverage yang pada
saat ini sedang berkembang pesat. Dengan adanya perubahan hidup masyarakat
yang menyukai produk instan telah mendorong pengusaha untuk menciptakan
produk yang memenuhi kebutuhan konsumen. Pallet Coffee Jagakarsa tengah
menghadapi persaingan dalam satu wilayah, Lokasi kurang strategis, promosi
dalam instragram kurang efektif, serta Pallet Coffee Jagakarsa membutuhkan
website untuk sarana media informasi yang efektif dan efisien. Masalah Penulisan
ini analisis usability testing terhadap website Pallet Coffee Jagakarsa guna
meningkatkan brand awareness. Tujuan Penulisan ini untuk mengetahui upaya
Usability Testing terhadap website Pallet Coffee Jagakarsa guna meningkatkan
Brand Awareness. Penulisan ini menggunakan metode kualitatif deskriptif . Data
yang diperoleh dari wawancara, observasi, survei uji kelayakan, dan dokumentasi.
Hasil penulisan ini menunjukkan bahwa upaya dari Usability Testing dalam
peningkatan Brand Awareness pada website Pallet Coffee Jagakarsa sudah berada
pada level brand recall yang sudah cukup baik yang dimana sebelumnya
masyarakat hanya mengetahui dari mulut ke mulut, namun sekarang masyarakat
sudah dapat mencari dan menemukan informasi melalui website Pallet Coffee
Jagakarsa.
Kata Kunci: Usability Testing, Brand awareness, Website, Pallet Coffee
Jagakarsa, Brand Recall.