Analisis Pengaruh Layout, Color Temperature, dan Tipografi terhadap Usabilitas Desain Microsite Social Commerce (Studi Kasus : OCA Indonesia)

Arifiany, Elma (2023) Analisis Pengaruh Layout, Color Temperature, dan Tipografi terhadap Usabilitas Desain Microsite Social Commerce (Studi Kasus : OCA Indonesia). Other thesis, Institut Teknologi Sepuluh Nopember.

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Abstract

Omni Communication Assistant (OCA) Indonesia merupakan salah satu start-up inkubasi milik Telkom Indonesia yang berfokus dalam bidang Communication Platform as a Service (CPaaS). Berbagai produk eksisting milik OCA antara lain OCA Blast, OCA Interaction, OCA API, dan OCA AI. Saat ini, OCA sedang aktif mengembangkan produknya untuk menjangkau lebih luas kebutuhan pelanggan salah satunya adalah social commerce. Tingginya tren penggunaan social commerce mendorong OCA Indonesia untuk berinovasi menciptakan produk yaitu OCA Socio Commerce. Social commerce menjadi bentuk lain dari e-commerce yang berfokus untuk meningkatkan kepuasan pelanggan karena interaksi pelanggan dengan perusahaan dapat lebih
intens dengan memanfaatkan media sosial sebagai media komunikasi. Salah satu bagian dalam OCA Socio Commerce yaitu microsite, dimana bagian ini yang akan berinteraksi langsung
dengan end user. Penelitian ini nantinya bertujuan untuk menganalisis pengaruh aspek visual meliputi layout, color temperature, dan tipografi pada tampilan microsite sehingga dapat menjadi rekomendasi bagi OCA Indonesia dalam proses pengembangan tampilannya. Pada layout akan dianalisis pengaruh dari perbedaan tampilan grid dan list, pada color temperature akan dianalisis pengaruh dari perbedaan warm dan cool, serta untuk tipografi akan dianalisis pengaruh dari penggunaan tipe huruf serif dan sans serif. Penelitian ini nantinya kan menggunakan metode eye tracking untuk penilaian kuantitatif dengan parameter yaitu completion time, time to first fixation, dan number of fixation. Selain itu, untuk penilaian kualitatif akan digunakan kuesioner User Experience Questionnaire (UEQ) dan Retrospective Think Aloud (RTA). Nantinya pengujian akan melibatkan responden dengan kriteria berumur 18 – 34 tahun dan pernah minimal sekali melakukan transaksi pembelian barang secara online melalui e-commerce. Dari hasil pengujian didapatkan kesimpulan bahwa semua variabel independen berpengaruh secara signifikan terhadap nilai variabel dependen eye tracker dan skor UEQ. Dari delapan combination display didapatkan model terbaik adalah CSSL atau kombinasi warna cool, tipografi sans serif, dan layout list.
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Omni Communication Assistant (OCA) Indonesia is one of Telkom Indonesia's start-up incubations that focuses on Communication Platform as a Service (CPaaS). OCA's existing products include OCA Blast, OCA Interaction, OCA API, and OCA AI. Currently, OCA is actively developing its products to reach a wider range of customer needs, one of which is social commerce. The high trend of using social commerce has encouraged OCA Indonesia to innovate to create a product, namely OCA Socio Commerce. Social commerce is another form of e-commerce that focuses on increasing customer satisfaction because customer interactions with companies can be more intense by utilizing social media as a medium of communication. One of the parts of OCA Socio Commerce is the microsite, where this section will interact directly with the end user. This research later aims to analyze the influence of visual aspects including layout, color temperature, and typography on the microsite display so that it can become a recommendation for OCA Indonesia in the process of developing its appearance. The layout will analyze the effect of differences in the appearance of grids and lists, the color temperature will analyze the effect of warm and cool differences, and for typography, the influence of the use of serif and sans serif fonts will be analyzed. This research will use the eye tracking method for quantitative assessment with parameters, namely completion time, number of fixation, and time to first fixation. In addition, the User Experience Questionnaire (UEQ) and Retrospective Think Aloud (RTA) questionnaires will be used for qualitative assessment. Later the test will involve respondents with criteria aged 18-34 years and who have at least once made a purchase transaction of goods online via e-commerce. From the test results, it can be concluded that all independent variables significantly influence the value of the eye tracker dependent variable and the UEQ score. Of the eight combination displays, the best model is CSSL, or a combination of cool colors, sans serif typography, and list layouts.

Item Type:	Thesis (Other)
Uncontrolled Keywords:	Eye Tracking, Microsite, Social Commerce, Usability, Visualisasi, Eye Tracking, Microsite, Social Commerce, Usability, Visualization
Subjects:	T Technology > T Technology (General) T Technology > T Technology (General) > T385 Visualization--Technique
Divisions:	Faculty of Industrial Technology > Industrial Engineering > 26201-(S1) Undergraduate Thesis
Depositing User:	Elma Arifiany
Date Deposited:	04 Aug 2023 07:52
Last Modified:	04 Aug 2023 07:53
URI:	http://repository.its.ac.id/id/eprint/102155

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