Skripsi

PENGARUH PENERAPAN PRINSIP-PRINSIP USABILITY DALAM UI/UX TERHADAP MINAT BELI KONSUMEN DI PLATFORM SHOPEE

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Penilaian

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The advancement of technology and the internet has significantly transformed consumer behavior, particularly in online shopping through e-commerce platforms. Shopee, as the leading e-commerce platform in Indonesia, accounted for 51% of total e-commerce visits from February to April 2024, driven by the integration of usability principles into its User Interface (UI) and User Experience (UX). In a highly competitive e-commerce environment, usability is a crucial factor influencing purchase decisions, as an optimal user experience can enhance trust and reduce cart abandonment. This study evaluates the impact of usability, based on Nielsen's Attributes of Usability (NAU), on consumer purchase intention on Shopee. A quantitative survey method was employed, involving 100 active Shopee users in Palembang. Data were collected through an online questionnaire and analyzed using multiple linear regression. The results indicate that efficiency, memorability, and satisfaction significantly influence purchase intention, with efficiency having a negative impact, while memorability and satisfaction have positive effects. Learnability and errors do not have a significant influence. The practical implication of this study is that Shopee and other e-commerce platforms should optimize memorability and satisfaction in UI/UX design, such as through personalized interfaces and easy access to features, to enhance user experience, encourage purchase intention, and strengthen customer loyalty in an increasingly competitive market.

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Availability

Inventory Code	Barcode	Call Number	Location	Status
2507001537	T168905	T1689052025	Central Library (REFERENCES)	Available but not for loan - Not for Loan

Detail Information

Series Title

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Call Number

T1689052025

Publisher

Indralaya : Prodi Sistem Informasi Fakultas Ilmu Komputer Universitas Sriwijaya., 2025

Collation

xviii, 96 hlm.; ilus.; tab.; 29 cm.

Language

Indonesia

ISBN/ISSN

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Classification

005.36

Content Type

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Media Type

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Carrier Type

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Edition

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Subject(s)

Sistem informasi
Prodi Sistem Informasi

Specific Detail Info

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Statement of Responsibility

TUTI

Other version/related

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