Pengembangan Sistem Pemasaran Digital untuk Peningkatan Ketersediaan UMKM di Sektor Parawisata Desa Rua

Abstract

This study develops a web-based digital marketing platform for tourism-sector micro, small, and medium enterprises (MSMEs) in Rua Village to improve access to business information, product promotion, ordering, and transaction management. The research applies a software engineering approach through system analysis, system design, Agile Scrum development, and system testing. Data were collected through documentation, field observation, and interviews with tourism and MSME stakeholders. The resulting platform provides a public page for information and promotion, buyer registration and product purchasing, an MSME-owner dashboard for managing business information, products, orders, and reports, and an administrative dashboard for managing users, MSMEs, categories, products, transactions, payments, and public content. The system was developed through four Scrum sprints using Laravel, HTML5, Tailwind CSS, Vue.js, and MySQL. Functional evaluation using Black Box Testing covered 15 scenarios and achieved a 100% success rate. User experience evaluation used the System Usability Scale (SUS) with 30 respondents comprising MSME actors, tourism managers, and prospective tourists; the manuscript does not report a numerical SUS score because individual questionnaire responses were not included. The platform provides an integrated digital channel to support the promotion and transaction of local MSME products in Rua Village.