Digital Transformation of MSME Product Photography in Bandung: Visual Strategies to Enhance Competitiveness in the Online Marketplace

Abstract : Micro, Small, and Medium Enterprises (MSMEs) play a vital role in Indonesia’s economy; however, many continue to face challenges in remaining competitive within the digital marketplace, particularly in terms of product visual marketing. This study aims to design an effective and affordable product photography strategy for MSMEs using a Design Thinking approach. A case study was conducted on Qaireenmoez, a fashion-based MSME located in Bandung, which incorporates traditional wastra Nusantara textiles as the core element of its products. The design process followed the five main stages of Design Thinking: Empathize, Define, Ideate, Prototype, and Test. The initial phase identified several key issues, including the difficulty of visually expressing brand identity, limited access to professional photography services, and a lack of understanding of effective digital branding strategies. The resulting visual concept incorporated professional product photography techniques, consistent branding, inclusive model representation, and the enhancement of the aesthetic elements inherent to wastra textiles. During the testing phase, the product photo prototypes were evaluated by 100 potential consumers through an online survey. The results revealed that the newly designed visuals significantly improved consumer perception of the brand and increased purchase intention. These findings underscore the importance of user-centered and strategically designed visual content in enhancing the digital competitiveness of MSMEs. This research offers a replicable visual design model for other MSMEs with limited resources, while also contributing tangible support to the sustainable growth and visibility of MSMEs within the digital economy.