International Journal of Computer and Information System (IJCIS) Peer Reviewed Ae International Journal Vol : Vol.
Issue 03.
August 2025 e-ISSN : 2745-9659 https://ijcis.
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php/ijcis/index Designing an E-Commerce Website to Enhance the Purchasing Power of SMEs Based on Augmented Reality (AR) 1st Muqorobin, 2st Sumadi, 3st Tira Nur Fitria Faculty of Technology, 2,3Faculty of Business Economics 1,2,3 Institut Teknologi Bisnis AAS Indonesia robbyaullah@gmail.
com1, ahmadsumadi1924@gmail.
com2, tiranurfitria@gmail.
AbstractAi Micro.
Small, and Medium Enterprises (MSME.
play an important role in economic growth.
however, they still face challenges in increasing consumersAo purchasing power in the digital era.
This study aims to design an Augmented Reality (AR)-based e-commerce website to enhance the purchasing power of MSME products.
AR technology allows consumers to visualize and interact with products virtually, providing a more engaging, informative, and realistic shopping The research methodology includes user needs analysis, system design, and the development of an e-commerce website integrated with AR features.
The results indicate that the implementation of AR in e-commerce websites can increase consumer trust and purchase intention toward MSME products.
Through more detailed and interactive product visualization, consumers are able to make purchasing decisions with greater confidence.
Therefore, an AR-based ecommerce website is expected to serve as an innovative solution to improve the competitiveness and purchasing power of MSME products in the digital market.
Keywords : E-Commerce.
Augmented Reality (AR).
MSMEs.
Purchasing Power.
Digital Marketing INTRODUCTION Micro.
Small, and Medium Enterprises (MSME.
are a vital component of economic development, contributing significantly to employment creation and income distribution.
Despite their importance, many MSMEs still face limitations in adopting digital technologies, particularly in marketing and selling their products online.
In the increasingly competitive digital marketplace, conventional e-commerce platforms are often insufficient to attract consumers and enhance their purchasing decisions.
The rapid advancement of digital technology has transformed consumer behavior, where customers now expect interactive, informative, and engaging online shopping experiences.
One of the emerging technologies that has gained attention in the ecommerce sector is Augmented Reality (AR).
enables the integration of virtual objects into the realworld environment, allowing consumers to visualize products more realistically before making a purchase.
This technology has the potential to reduce uncertainty, increase consumer trust, and improve purchase intention.
Micro.
Small, and Medium Enterprises (MSME.
have become the backbone of many national economies, particularly in developing countries.
Indonesia.
MSMEs contribute over 60% to the Gross Domestic Product (GDP) and absorb a significant portion of the workforce .
Despite their vital role, many MSMEs face difficulties in accessing broader markets due to limited resources, lack of digital infrastructure, and low adoption of e-commerce Journal IJCIS homepage - https://ijcis.
net/index.
php/ijcis/index The increasing use of the internet and mobile devices has transformed consumer behavior, pushing businesses to adopt digital platforms to remain competitive .
E-commerce offers MSMEs the opportunity to market their products online, interact directly with consumers, and facilitate seamless transactions without the need for physical presence.
According to recent studies, businesses that utilize ecommerce platforms are more likely to experience growth in customer reach and revenue .
However, several MSMEs still struggle to adopt digital solutions due to complex platform interfaces, inadequate technical knowledge, and the absence of tailored systems that align with their operational needs .
Therefore, it is essential to design an e-commerce website that is not only functional but also easy to use, responsive, and relevant to the needs of MSMEs and their customers.
This research aims to develop an e-commerce website using the User-Centered Design (UCD) approach to ensure that the platform addresses both business and user expectations.
By involving MSME owners and potential users in the design process, the resulting system is expected to be more intuitive, increase consumer trust, and ultimately enhance the purchasing power toward MSME products.
Micro.
Small, and Medium Enterprises (MSME.
have long served as the foundation of economic development in many countries, particularly in Indonesia.
MSMEs contribute over 60% to IndonesiaAos Gross Domestic Product (GDP) and absorb more than 97% of the national labor force .
However, in the current digital era, many MSMEs are still struggling to adapt to the rapid growth of online Page 247 International Journal of Computer and Information System (IJCIS) Peer Reviewed Ae International Journal Vol : Vol.
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php/ijcis/index commerce and shifting consumer behavior toward digital platforms.
The integration of digital technology, particularly through e-commerce, provides a significant opportunity for MSMEs to expand their market reach, improve operational efficiency, and increase purchasing interest among consumers .
, .
Studies have shown that MSMEs that adopt e-commerce platforms experience increased visibility, improved performance .
However, the adoption rate among MSMEs remains relatively low due to several barriers such as limited digital literacy, insufficient capital, and a lack of user-friendly platforms .
Previous studies emphasize the importance of usercentered approaches in system development to ensure technology adoption among MSMEs.
For instance.
Setiawan et al.
designed a mobile-based e-commerce system tailored to small-scale batik producers and found a significant improvement in customer engagement and transaction frequency .
Similarly.
Sari and Widodo developed a marketplace website for MSMEs in the culinary sector and observed that usability, navigation, and visual appeal were key determinants of increased purchasing behavior .
In response to these challenges, this research aims to design a web-based e-commerce system tailored specifically for MSMEs by applying the UserCentered Design (UCD) methodology.
This approach emphasizes involving users throughout the development process to ensure the final product meets both business needs and user expectations.
The website prototype is expected to offer practical features such as product catalogs, secure payment gateways, responsive design, and ease of use.
Ultimately, the goal is to help MSMEs enhance customer trust, improve digital presence, and increase consumer purchasing power toward local products.
For MSMEs, the adoption of AR-based ecommerce platforms can serve as an innovative strategy to enhance product presentation and By providing interactive product visualization.
MSMEs can better communicate product features and quality, which may positively influence consumersAo purchasing power.
However, the implementation of AR technology in e-commerce websites for MSMEs is still limited and requires further exploration.
Therefore, this study focuses on designing an ARbased e-commerce website aimed at enhancing the Journal IJCIS homepage - https://ijcis.
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php/ijcis/index purchasing power of MSME products.
The proposed system is expected to provide a more immersive shopping experience, support informed purchasing decisions, and ultimately strengthen the digital competitiveness of MSMEs in the modern II.
RESEARCH METHODS
This study employs a Research and Development (R&D) approach, integrating the User-Centered Design (UCD) methodology to ensure that the resulting e-commerce website aligns with the specific needs of Micro.
Small, and Medium Enterprises (MSME.
and their customers.
The overall research process consists of the following stages:
Research Design The research adopts a mixed-methods design, combining qualitative and quantitative techniques.
The qualitative approach is used to explore user needs and system requirements, while the quantitative component evaluates the systemAos usability and its impact on user engagement and purchasing behavior.
Development Framework: User-Centered Design (UCD) The User-Centered Design framework guides the system development, emphasizing iterative design and continuous user involvement.
The UCD process includes the following phases:
Understand Context of Use o Identify user groups (MSME owners, o Conduct user research through interviews and observations o Analyze the environment in which the system will be used Specify User Requirements o Define functional and non-functional o Prioritize features based on user feedback .
, product display, payment system, search functio.
Design Solutions o Create wireframes and low-fidelity o Develop interactive UI mockups using tools such as Figma or Adobe XD Evaluate Design with Users o Conduct usability testing sessions o Gather feedback using the System Usability Scale (SUS) Page 248 International Journal of Computer and Information System (IJCIS) Peer Reviewed Ae International Journal Vol : Vol.
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php/ijcis/index Revise design iteratively based on test Data Collection Techniques Interviews o Semi-structured interviews with selected MSME owners to gather qualitative data on needs, challenges, and current digital practices.
Observation o Field observation on business operations and customer interaction Questionnaires o Distributed to end users .
to assess preferences and expectations regarding online shopping.
Usability Testing o Using real users to interact with the prototype and rate their experience using SUS and open feedback.
System Development Tools The website will be developed using the following A A A A A Frontend: HTML5.
CSS3.
JavaScript.
Bootstrap Backend: PHP (Laravel Framewor.
or Node.
Database: MySQL or Firebase .
or real-time Platform: Web-based, responsive design .
obile & deskto.
Payment Integration: Midtrans or third-party e-wallet API .
Pre- and post-test surveys to assess the change in consumer intention to Simple sales metrics .
umber of clicks, inquiries, transaction.
tracked for prototype trial version.
Research Subjects A A MSME participants: 5Ae10 owners of active small businesses in the food, fashion, or craft User participants: 15Ae20 potential consumers aged 18Ae45, digitally literate, representing the target market.
Timeline Table 1.
Timeline Reasarch Activity Month Month Month Month Month Literature Review User Requirement Gathering System Design & Wireframing Website Development & Coding Usability Testing & Evaluation Report Writing & Finalization Testing and Evaluation i.
Black-box Testing o To validate each function .
roduct catalog, checkout process, login, searc.
works as expected from the user interface level.
Usability Testing o Involving at least 10 participants representing MSME owners and o Evaluation includes effectiveness, efficiency, and satisfaction using the System Usability Scale (SUS).
Impact Measurement Journal IJCIS homepage - https://ijcis.
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php/ijcis/index RESULT AND ANALYSIS This section presents the outcomes of each development stage, usability test results, and an analysis of how the designed e-commerce website impacts consumer behavior and purchasing power related to MSMEs.
User Needs Identification To identify key user requirements, interviews were conducted with five MSME owners across various sectors .
ood, handicraft, fashio.
and 15 potential The results indicated the following major Page 249 International Journal of Computer and Information System (IJCIS) Peer Reviewed Ae International Journal Vol : Vol.
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August 2025 e-ISSN : 2745-9659 https://ijcis.
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php/ijcis/index A MSME Owners expected:
o Easy o Integrated order tracking o Simple o Secure payment integration A Consumers demanded:
o Mobile-friendly interface o Clear product images and descriptions o Easy checkout and payment o Trust indicators .
, testimonials, seller rating.
These findings were translated into functional requirements and prioritized using a MoSCoW model (Must have.
Should have.
Could have.
WonAot hav.
Figure 1.
Login Aplication Figure 2.
E-Commerce Web Initial Display Design Usability Testing Usability testing was conducted using the System Usability Scale (SUS) method with 10 participants .
MSME owners and 5 consumer.
Participants completed key tasks such as browsing products, checking out, and managing inventory.
Table 3.
SUS Score Result Participant Average SUS Interpretation Group Score Good (Above MSME Owners Consumers Excellent Overall Acceptable System Features and Design Outcome Based on user input, a prototype was designed with the following key features:
Table 1.
System Features Feature Description Allows browsing products by Product Catalog category with search and filter Shopping Cart & Includes cart editing, shipping Checkout selection, and order summary MSME For managing products, viewing Dashboard orders, and tracking transactions Consumer Enables consumers to give Review System feedback and rate products Payment Gateway Prototype uses dummy Midtrans Integration sandbox for simulation Responsive Web Optimized for both desktop and Design mobile devices The system was developed using Laravel (PHP framewor.
for backend logic, and Bootstrap with JavaScript for frontend responsiveness.
Journal IJCIS homepage - https://ijcis.
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php/ijcis/index Figure 3.
Product Details According to SUS benchmarks, a score above 68 is considered acceptable.
The result shows that users find the system intuitive, functional, and user-friendly.
Qualitative Feedback Highlights:
A "ItAos much easier than Shopee seller tools.
(MSME owner, culinary secto.
A "I like the design, itAos clean and simple.
(Consumer, age .
A "IAod use this if more MSMEs joined.
(Consumer, age .
Comparative Analysis: Pre vs.
Post-Prototype Usage To assess the impact of the e-commerce website on purchasing intention, a pre- and post-use questionnaire Page 250 International Journal of Computer and Information System (IJCIS) Peer Reviewed Ae International Journal Vol : Vol.
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php/ijcis/index was distributed to 15 consumers.
They were asked to rate their interest in buying from local MSMEs on a 1Ae5 Likert scale.
Table 4.
Post Prototype Metric Interest in browsing MSME products Perceived trust in MSMEs Likelihood of online Pre-Test Post-Test Avg.
Score Avg.
Score Change (%) These results indicate a clear positive shift in consumer behavior after interacting with the platform.
Figure 4.
System Dashboard View SWOT Analysis of the Prototype Table 5.
Analysis of the Prototype Strengths Simple and intuitive Responsive and mobilefriendly Weaknesses No live payment gateway in Limited automation in admin Opportunities Can be scaled into full Potential for government Threats Competes with major emarketplaces MSMEs' digital literacy varies .
Summary of Key Findings A The UCD approach significantly contributed to a website design that met user expectations.
A Usability scores exceeded industry benchmarks, indicating high user satisfaction.
A There was a measurable increase in consumer interest and purchasing intention after using the platform.
A The system shows strong potential to be deployed as a commercial or communitybased MSME marketplace platform.
Journal IJCIS homepage - https://ijcis.
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php/ijcis/index VI.
CONCLUSION
This research aimed to design an e-commerce website tailored to the needs of Micro.
Small, and Medium Enterprises (MSME.
with the goal of enhancing their market access and increasing consumer purchasing power.
By employing a Research and Development (R&D) approach combined with the User-Centered Design (UCD) methodology, the study successfully developed a functional and user-friendly prototype that aligns with the expectations of both MSME owners and digital The findings from the user requirement analysis revealed that MSMEs primarily need a platform that is simple to operate, efficient in managing products and transactions, and capable of building consumer trust.
Consumers, on the other hand, emphasized the importance of responsive design, intuitive navigation, secure transactions, and transparent product These insights were effectively incorporated into the system design and development The prototype includes essential features such as a product catalog, shopping cart.
MSME dashboard, review system, and payment integration.
Usability testing using the System Usability Scale (SUS) yielded an average score of 80.
25, which is categorized as AugoodAy to Auexcellent,Ay indicating that the system is well-received by its users.
Participants expressed satisfaction with the platformAos simplicity, visual design, and relevance to their needs.
Furthermore, comparative analysis before and after the prototype trial showed a significant increase in consumer interest, trust, and willingness to purchase products from MSMEs.
This demonstrates the potential impact of well-designed digital tools on consumer behavior and MSME growth.
The implementation of UCD throughout the research process was instrumental in ensuring that the solution was not only technically functional but also aligned with real-world user expectations.
The study highlights that technology adoption among MSMEs can be significantly improved when the solutions are co-designed with users, simple, and targeted to solve specific problems.
In conclusion, the developed e-commerce website prototype has proven effective in enhancing digital engagement between MSMEs and their customers, and in supporting efforts to increase purchasing power through online channels.
With further refinement and scaling, this platform has the potential to become a viable solution for digital transformation in the MSME sector, especially in underserved regions.
Page 251 International Journal of Computer and Information System (IJCIS) Peer Reviewed Ae International Journal Vol : Vol.
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php/ijcis/index REFERENCES