Evaluasi User Experience Dan Konsep Online Advertising Pada E-Commerce Mobile Apps Dengan Menggunakan Metode Direct Dan Remote Usability Testing (Studi Kasus: Tokopedia)

Baihaqi, Muhammad Iqbal (2021) Evaluasi User Experience Dan Konsep Online Advertising Pada E-Commerce Mobile Apps Dengan Menggunakan Metode Direct Dan Remote Usability Testing (Studi Kasus: Tokopedia). Undergraduate thesis, Institut Teknologi Sepuluh Nopember.

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Abstract

Tokopedia menjadi salah satu e-commerce terbesar asal Indonesia, dengan nilai transaksi sebesar 1.65 miliar US$. Tetapi, berdasarkan tingkat pengunjung websites, Tokopedia mengalami penurunan pada kwartal ketiga tahun 2020, sebesar 1.3% dari total pengunjung. Berdasarkan data bahwa 88% pelanggan tidak ingin kembali setelah pengalaman buruk di aplikasi, muncul indikasi adanya permasalahan UX pada aplikasi Tokopedia yang menjadi aset utama bagi bisnis e-commerce. Selain itu, tipe konsumen e-commerce yang merupakan experiential buyer, mendorong Tokopedia untuk memaksimalkan efektifitas iklan yang terdapat pada aplikasi. Penelitian ini memiliki tujuan untuk melakukan evaluasi terhadap user experience dan penerapan online advertising pada halaman aplikasi Tokopedia. Evaluasi user experience dan online advertising dilakukan melalui eksperimen yang melibatkan 40 orang dengan mengukur lima parameter, yaitu task success, completion time on task, error, indeks UEQ, dan indeks efektifitas iklan. Berdasarkan adanya indikasi pengaruh yang dapat ditimbulkan oleh pengaturan layout lingkungan terhadap kinerja pelaksanaan testing, terdapat dua tipe eksperimen pada penelitian ini, yaitu direct dan field. Hasil dari penelitian ini menunjukkan jika kinerja iklan yang terdapat di Tokopedia sudah pada tahapan baik, dengan indeks efektifitas sebesar 0.687. Sedangkan, lingkungan eksperimen memiliki pengaruh secara signifikan terhadap kinerja testing, sehingga data yang didapatkan memiliki perbedaan. Berdasarkan hasil univariate, diketahui bahwa lingkungan memberikan pengaruh secara signifikan terhadap completion time on task. Hal tersebut dipengaruhi oleh beberapa hal seperti mental partisipan saat mengerjakan tugas, perbedaan pengaturan, dan device yang digunakan. Berdasarkan analisis melalui statistik data completion time on task, diketahui bahwa pelaksanaan eksperimen pada field environment memiliki kualitas data yang lebih reliable. Selain itu, hasil dari penelitian diketahui bahwa prototype perbaikan yang dibentuk memiliki hasil yang lebih baik dari aplikasi terkini. Melalui hasil UEQ, didapatkan bahwa secara signifikan prototype berbeda dengan aplikasi terkini pada empat aspek, yaitu daya tarik, kejelasan, stimulasi, dan kebaruan.
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Tokopedia is one of the largest e-commerce companies in Indonesia, with a transaction value of US $ 1.65 billion. However, based on the level of website visitors, Tokopedia experienced a decline in the third quarter of 2020, amounting to 1.3% of total visitors. Based on data that 88% of customers do not want to return after a bad experience in the application, there are indications of a UX problem with the Tokopedia application which is a major asset for the e-commerce business. Also, the type of e-commerce consumer who is an experiential buyer encourages Tokopedia to maximize the effectiveness of the advertisements contained in the application. This study aims to evaluate the user experience and the application of online advertising on the Tokopedia application page. Evaluation of user experience and online advertising is carried out through experiments involving 40 people by measuring five parameters, namely task success, completion time on task, error, UEQ index, and ad effectiveness index. Based on the indication of the effect that environmental layout settings may have on the performance of testing implementation, there are two types of experiments in this study, namely direct and field. The results of this study indicate that the performance of advertisements on Tokopedia is already at a good stage, with an effective index of 0.687. Meanwhile, the experimental environment has a significant effect on testing performance, so the data obtained has differences. Based on the univariate results, it is known that the environment has a significant effect on completion time on task. This is influenced by several things such as the mentality of the participants while doing the task, differences in settings, and the devices used. Based on the analysis through statistical data completion time on tasks, it is known that the implementation of experiments in the field environment has more reliable data quality. Also, the results of the research show that the prototype improvements that were formed have better results than the current application. Through the UEQ results, it was found that the prototype was significantly different from the current application in four aspects, namely attractiveness, perspicuity, stimulation, and novelty.

Item Type:	Thesis (Undergraduate)
Uncontrolled Keywords:	User Experience, Multivariate Analysis, Usability Testing, Online Advertising, UEQ, Prototype
Subjects:	H Social Sciences > HF Commerce > HF5548.32 Electronic commerce. H Social Sciences > HF Commerce > HF5548.34 Mobile commerce. Q Science > QA Mathematics > QA278 Cluster Analysis. Multivariate analysis. Correspondence analysis (Statistics)
Divisions:	Faculty of Industrial Technology and Systems Engineering (INDSYS) > Industrial Engineering > 26201-(S1) Undergraduate Thesis
Depositing User:	Muhammad Iqbal Baihaqi
Date Deposited:	03 Mar 2021 12:48
Last Modified:	03 Mar 2021 12:48
URI:	http://repository.its.ac.id/id/eprint/83304

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