Fauziah, Jihan Nahdah (2026) Analisis Visual Attention Berbasis Eye Tracking untuk Perancangan Ulang Tata Letak Produk dengan Stimulasi Visual (Studi Kasus: Petikemaz). Other thesis, Institut Teknologi Sepuluh Nopember.
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Abstract
Industri ritel di Indonesia terus berkembang, namun toko skala kecil masih menghadapi tantangan dalam meningkatkan daya tarik visual dan efektivitas penjualan. Toko Petikemaz sebagai ritel berbasis kontainer memiliki keterbatasan ruang dan belum menerapkan tata letak produk berdasarkan pola atensi visual konsumen. Penelitian ini bertujuan mengidentifikasi golden zone, menganalisis pengaruh Shelf Talker Flags (STF), serta menyusun rekomendasi perancangan ulang tata letak produk menggunakan metrik eye tracking dan Retrospective Think Aloud (RTA). Penelitian ini menggunakan desain between-subject dengan tiga skenario, yaitu kondisi eksisting, layout improvement tanpa STF, dan layout improvement dengan STF. Sebanyak 30 partisipan dilibatkan pada kondisi eksisting dan 10 partisipan pada masing-masing skenario improvement. Analisis dilakukan menggunakan metrik Total Fixation Duration (TFD), Fixation Count (FC), dan Time to First Fixation (TTFF). Pengujian inferensial yang digunakan pada penelitian ini yaitu Friedman, Mann-Whitney U, Independent Samples t-test, dan Fisher's Exact Test. Hasil penelitian menunjukkan bahwa golden zone berada pada AOI 2 (rak depan) dan AOI 11 (rak belakang). Perancangan ulang tata letak produk tanpa STF mampu meningkatkan atensi visual pada area golden zone dibandingkan kondisi eksisting. Selanjutnya, penambahan STF semakin meningkatkan efektivitas tata letak, yang ditunjukkan melalui peningkatan signifikan pada TFD (p = 0,019) dan FC (p = 0,006) di AOI 2, serta peningkatan kesadaran terhadap produk baru dari 20% menjadi 90% (p = 0,005). Namun, peningkatan keputusan pembelian (20% menjadi 60%) dan pembelian impulsif (80% menjadi 100%) belum signifikan secara statistik (p > 0,05). Hasil penelitian menunjukkan bahwa STF efektif meningkatkan awareness pada tahap Top of Funnel (TOFU), namun belum mampu mendorong konsumen hingga tahap pertimbangan dan pembelian. Oleh karena itu, Toko Petikemaz direkomendasikan menempatkan high-priority product pada AOI 2 dan AOI 11 disertai STF untuk meningkatkan visibilitas produk.
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The retail industry in Indonesia continues to grow; however, small-scale retail stores still face challenges in enhancing visual appeal and sales effectiveness. Petikemaz Store, a container-based retail store, has limited display space and has not implemented a product layout based on consumers' visual attention patterns. This study aims to identify the golden zone, examine the effect of Shelf Talker Flags (STFs), and develop product layout improvement recommendations using eye-tracking metrics and the Retrospective Think Aloud (RTA) method. This study employed a between-subjects design consisting of three scenarios: the existing layout, a layout improvement without STF, and a layout improvement with STF. Thirty participants were involved in the existing layout scenario, while ten participants were assigned to each improvement scenario. Visual attention was evaluated using Total Fixation Duration (TFD), Fixation Count (FC), and Time to First Fixation (TTFF). Inferential analyses were conducted using the Friedman test, Mann–Whitney U test, Independent Samples t-test, and Fisher's Exact Test. The results identified AOI 2 (front shelf) and AOI 11 (back shelf) as the golden zone. Product layout improvement without STF increased visual attention within the golden zone compared with the existing layout. Furthermore, the addition of STF further enhanced layout effectiveness, as indicated by significant increases in TFD (p = 0.019) and FC (p = 0.006) at AOI 2, as well as a significant increase in consumer awareness of new products from 20% to 90% (p = 0.005). However, the increases in purchase decisions (20% to 60%) and impulse purchasing behavior (80% to 100%) were not statistically significant (p > 0.05). These findings indicate that STF is effective in enhancing consumer awareness at the Top of the Funnel (TOFU) stage but is insufficient to independently drive consumers toward the consideration and purchase stages. Therefore, Petikemaz Store is recommended to place high-priority products in AOI 2 and AOI 11, accompanied by STF, to improve product visibility.
| Item Type: | Thesis (Other) |
|---|---|
| Uncontrolled Keywords: | Atensi Visual, Eye tracking, Golden Zone, Shelf Talker Flags (STF), Tata Letak Produk, Eye tracking, Visual Attention, Golden Zone, Shelf Talker Flags (STF), Product Layout |
| Subjects: | H Social Sciences > HD Industries. Land use. Labor > HD30.23 Decision making. Business requirements analysis. H Social Sciences > HD Industries. Land use. Labor > HD30.28 Planning. Business planning. Strategic planning. H Social Sciences > HD Industries. Land use. Labor > HD45 Technological innovations |
| Divisions: | Faculty of Industrial Technology and Systems Engineering (INDSYS) > Industrial Engineering > 26201-(S1) Undergraduate Thesis |
| Depositing User: | Jihan Nahdah Fauziah |
| Date Deposited: | 31 Jul 2026 03:08 |
| Last Modified: | 31 Jul 2026 03:08 |
| URI: | http://repository.its.ac.id/id/eprint/138738 |
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