Strengthening Brand Identity and Expanding Marketing Channels Through an E-Commerce Platform: A Case Study of Seennature Brand

Abstract

This research aims to study and develop an e-commerce platform for Seennature, a natural skincare product brand, in order to expand digital marketing channels, strengthen brand identity, and reduce dependency on online marketplace platforms with high commission fees. The research adopted an Applied Research approach based on systems analysis and design principles combined with Joint Application Development (JAD) techniques. In-depth interviews with the brand owner were conducted to analyze system requirements. The system was designed using Use Case Diagrams and Entity Relationship Diagrams, and developed using PHP, HTML, CSS, and JavaScript with a MySQL database, integrated with a Payment Gateway. The platform comprises an online storefront and an administration management system, featuring marketing promotion functions including a skin-type-based product recommendation system, a points accumulation and coupon system, and a sales summary dashboard, alongside a Corporate Identity design that reflects the brand's identity.

The satisfaction evaluation results from 40 general users and 6 experts indicated that the overall satisfaction level with the Seennature e-commerce platform was at a high to highest level, particularly in terms of system usability that meets user needs, and the practical benefits of expanding marketing channels through the points accumulation system and the product recommendation system tailored to individual customers.