Analysis of the Role of Websites, Design, and Performance Metrics in Improving Company Performance in Medan City

This study aims to analyze the role of websites, design, and performance metrics in supporting the business continuity of companies in Medan City. In the era of Industry 4.0, the utilization of technology has become a strategic necessity for companies to survive and remain competitive. Websites and design are positioned as promotional tools, information service media, and communication channels between companies and consumers. Visual design also serves as an attraction that can influence consumer perceptions. This research employs a quantitative approach by measuring user satisfaction levels and website performance based on predetermined metrics. The results show that the majority of users, amounting to 72.2%, are satisfied with the effectiveness and productivity of company websites in Medan City. Meanwhile, the overall website performance is at 50%, indicating there is still room for improvement in digital services within companies.