IMPLEMENTATION OF DESIGN THINKING IN THE UMKM TIGA PUTRI RESTAURANT IN THE UNIVERSITY OF RIAU AREA

Hanifaturrahmi Andrina; Mustaqim Mustaqim; Meki Herlon; Zulhamid Ridho; Mitha Aprilia

doi:10.33480/jasdim.v4i2.7251

Penulis

Hanifaturrahmi Andrina Universitas Riau
Mustaqim Mustaqim Universitas Riau
Meki Herlon Universitas Riau
Zulhamid Ridho Universitas Riau
Mitha Aprilia Universitas Riau

DOI:

https://doi.org/10.33480/jasdim.v4i2.7251

Kata Kunci:

design thinking, MSME, Visual Promotional Media, Banner Design, Marketing Strategy

Abstrak

The Rumah Makan Tiga Putri, located near the University of Riau, faces challenges in marketing due to its limited and unremarkable visual promotional media, particularly in banner design, restricting its visibility beyond the immediate local community. The study aimed to enhance the restaurant’s competitive edge and customer reach through a redesigned promotional banner using the Design thinking process. This human-centered, approach comprised five stages: Empathize, Define, Ideate, Prototype, and Test. Data were gathered through customer questionnaires, direct observations, and literature reviews on visual design. Diverse feedback from academic peers and loyal customers helped refine the design to better address user needs and visual aesthetics. The results demonstrated that integrating Minangkabau cultural elements with clear, attractive information in the banner significantly increased its marketing effectiveness. The final banner design featured comprehensive product details, visually appealing typography, and balanced colors reflecting Minang cultural identity. Validation via Likert scale questionnaires showed improved positive responses concerning image representation, color harmony, typography, product information clarity, and overall cohesiveness of design elements. This research underscores that applying an iterative, user-focused Design thinking methodology can substantially improve promotional media for small and medium enterprises like Rumah Makan Tiga Putri, leading to enhanced market presence and customer engagement in a competitive environment around the University of Riau. The study illustrates how Design thinking effectively solves marketing design challenges for UMKM in the culinary business sector by aligning product presentation with customer preferences and cultural identity to boost business sustainability and growth

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