Publisher

UNIKOMUNIKOM

Journal International Journal of Research and Applied Technology (INJURATECH)International Journal of Research and Applied Technology (INJURATECH) Abstract

The development of e-commerce as an applied information system has changed the interaction pattern between brands and consumers, where user experiences are increasingly mediated by non-physical digital processes. This condition creates limitations in conveying material value, product quality, and brand character, especially for products that emphasize material aspects and an artisan approach. This study aims to analyze the role of packaging as a physical output in the e-commerce system architecture and its contribution to enhancing the customer experience value of the local leather shoe brand HIRKA. The study uses a qualitative approach with a case study method. Data collection was carried out through observations of the marketplace system and HIRKA packaging design, in-depth interviews with brand owners, and literature studies related to e-commerce information systems and technology-based customer experience. The results show that packaging functions as an extension of the information system that translates data, visual representations, and digital narratives into a physical post-purchase experience. The integration between the e-commerce system and packaging design creates continuity between the digital process and the physical output, narrowing the gap in user experience, and increasing customer perceptions of value, trust, and satisfaction. These findings emphasize that evaluation of e-commerce system performance needs to consider the quality of integration between the digital system and the physical output as part of the overall customer experience.

Conclusion

This study demonstrates that packaging plays a strategic role as a physical output of a digital system in e-commerce, crucial for evaluating overall system performance.In the case of HIRKA, integrating the e-commerce system with packaging design effectively bridges the limitations of purely digital interactions, conveying material value and brand identity.Strategically designed packaging strengthens the continuity between digital representation and the physical post-purchase experience, enhancing customer perceptions of value, trust, and satisfaction.

Future Research

Penelitian lebih lanjut dapat dilakukan untuk menginvestigasi bagaimana personalisasi packaging, berdasarkan data preferensi pelanggan dari sistem e-commerce, dapat meningkatkan keterikatan emosional dan loyalitas merek. Selain itu, studi komparatif antara berbagai strategi packaging pada platform e-commerce yang berbeda dapat memberikan wawasan tentang efektivitas desain packaging dalam memengaruhi perilaku konsumen. Terakhir, penelitian dapat difokuskan pada pengembangan model pengukuran yang komprehensif untuk mengevaluasi dampak integrasi antara sistem digital dan output fisik (seperti packaging) terhadap keseluruhan pengalaman pelanggan, yang mempertimbangkan aspek-aspek seperti nilai yang dirasakan, kepercayaan, dan kepuasan, serta dampaknya terhadap kinerja bisnis secara keseluruhan. Penelitian-penelitian ini diharapkan dapat memberikan kontribusi signifikan dalam memahami bagaimana e-commerce dapat memanfaatkan packaging sebagai elemen strategis untuk menciptakan pengalaman pelanggan yang lebih bermakna dan berkelanjutan.

Metadata

File size	340.96 KB
Pages	8
DMCA	Report