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

NUGROHO, DONI TRI and Indah, Dwi Rosa (2025) PENGARUH PENERAPAN PRINSIP-PRINSIP USABILITY DALAM UI/UX TERHADAP MINAT BELI KONSUMEN DI PLATFORM SHOPEE. Undergraduate thesis, Sriwijaya University.

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Abstract

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.

Item Type:	Thesis (Undergraduate)
Uncontrolled Keywords:	usability, nielsen's attributes of usability, e-commerce purchase intention, UI/UX, shopee
Subjects:	T Technology > T Technology (General) > T175-178 Industrial research. Research and development T Technology > T Technology (General) > T57-57.97 Applied mathematics. Quantitative methods T Technology > T Technology (General) > T58.4 Managerial control systems Information technology. Information systems (General)
Divisions:	09-Faculty of Computer Science > 57201-Information Systems (S1)
Depositing User:	Doni Tri Nugroho
Date Deposited:	16 Mar 2025 02:09
Last Modified:	16 Mar 2025 02:09
URI:	http://repository.unsri.ac.id/id/eprint/168905

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