PENGEMBANGAN E-MODUL STRATEGI PEMASARAN PRODUK BUSANA BERBASIS GAMIFIKASI

ANIS NUR JANAH, . (2026) PENGEMBANGAN E-MODUL STRATEGI PEMASARAN PRODUK BUSANA BERBASIS GAMIFIKASI. Sarjana thesis, UNIVERSITAS NEGERI JAKARTA.

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Abstract

Perkembangan teknologi digital menuntut pembelajaran yang lebih interaktif, sedangkan pembelajaran Strategi Pemasaran Produk Busana pada mata pelajaran Proyek Kreatif dan Kewirausahaan di SMK Negeri 2 Kota Depok masih didominasi media konvensional sehingga keterlibatan peserta didik dan pemahaman materi belum optimal. Penelitian ini diarahkan untuk mengembangkan e-modul Strategi Pemasaran Produk Busana berbasis gamifikasi serta mengetahui tingkat kelayakannya berdasarkan penilaian ahli materi dan ahli media. Penelitian ini merupakan penelitian dan pengembangan (Research and Development) menggunakan model 4D yang dibatasi hingga tahap Develop. Subjek penelitian terdiri atas dua validator ahli materi dan dua validator ahli media. Data penelitian dikumpulkan melalui wawancara dengan guru mata pelajaran, telaah dokumentasi hasil belajar peserta didik, serta angket validasi ahli, kemudian dianalisis menggunakan teknik analisis deskriptif persentase. Hasil penelitian menghasilkan e-modul berbasis web yang memuat materi Strategi Pemasaran Produk Busana dengan integrasi elemen gamifikasi berupa poin, kuis interaktif, dan umpan balik (feedback). Hasil validasi menunjukkan bahwa e-modul memperoleh skor kelayakan sebesar 98,6% dari ahli materi dengan kategori Sangat Layak dan sebesar 91,25% dari ahli media dengan kategori Sangat Layak. Temuan tersebut menunjukkan bahwa e-modul telah memenuhi aspek kelayakan materi, penyajian, desain, dan grafika sehingga dinyatakan sangat layak digunakan sebagai media pembelajaran pendukung pada mata pelajaran Proyek Kreatif dan Kewirausahaan. ***** The rapid advancement of digital technology requires more interactive learning, while the learning process of Fashion Product Marketing Strategy in the Creative Project and Entrepreneurship subject at SMK Negeri 2 Kota Depok is still dominated by conventional learning media, resulting in limited student engagement and suboptimal understanding of the learning materials. This study aimed to develop a gamification-based e-module for Fashion Product Marketing Strategy and to determine its feasibility based on expert evaluations. This study employed a Research and Development (R&D) approach using the 4D model, which was limited to the Develop stage. The research subjects consisted of two subject matter experts and two media experts. Data were collected through interviews with the subject teacher, documentation review of students' learning achievement records, and expert validation questionnaires, and were analyzed using descriptive percentage analysis. The study resulted in a web-based e-module containing Fashion Product Marketing Strategy materials integrated with gamification elements, including points, interactive quizzes, and feedback. The validation results indicated that the e-module obtained a feasibility score of 98,6% from the subject matter experts, categorized as Highly Feasible, and 91,25% from the media experts, also categorized as Highly Feasible. These findings indicate that the developed e-module meets the criteria for content, presentation, design, and graphical quality and is therefore considered highly feasible for use as a supplementary learning medium in the Creative Project and Entrepreneurship subject.

Item Type:	Thesis (Sarjana)
Additional Information:	1). Jafar Sodik, S.Pd., M.Ds.; 2). Sri Listiani, S.Pd., M.Ds.
Subjects:	Pendidikan > Media Pembelajaran Manajemen > Manajemen Pemasaran Desain Kostum, Tata Busana > Tata Busana
Divisions:	FT > S1 Pendidikan Tata Busana
Depositing User:	Anis Nur Janah .
Date Deposited:	19 Aug 2026 04:28
Last Modified:	19 Aug 2026 04:28
URI:	http://repository.unj.ac.id/id/eprint/71730

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