Pengujian Usabilitas pada E-Commerce Menggunakan Eye-Tracking Technology (Studi Kasus : Shopee)

Khusna, Asma'ul (2019) Pengujian Usabilitas pada E-Commerce Menggunakan Eye-Tracking Technology (Studi Kasus : Shopee). Other thesis, Institut Teknologi Sepuluh Nopember.

Text 02411540000075-Undergraduate_Theses.pdf Restricted to Repository staff only Download (5MB) | Request a copy

Abstract

Shopee merupakan salah satu e-commerce yang paling sering dikunjungi oleh masyarakat Indonesia. Sebuah aplikasi e-commerce yang baik haruslah memperhatikan segi usabilitas. Pengujian usabilitas pada e-commerce dapat dilakukan menggunakan eye-tracking, karena melalui eye-tracking dapat diperoleh heatmaps dan gazeplots yang menunjukkan area mana saja yang paling sering dilihat, sehingga dapat diberikan rekomendasi perbaikan untuk desain interface. Eksperimen pengujian usabilitas dilakukan dengan 32 orang partisipan (16 expert dan 16 novice). Setiap partisipan harus mengerjakan dua jenis task, yaitu membeli produk tertentu dan produk bebas hingga memilih metode pembayaran. Wawancara dan kuesioner juga dilakukan untuk mengetahui penilaian partisipan terhadap aplikasi Shopee. Melalui pengujian ini diperoleh task completion time, fixation duration, fixation number, error rate, heatmaps, dan gazeplots. Adapun variabel independen yang digunakan adalah experience (expert dan novice) serta task (task1 produk tertentu dan task2 produk bebas). Atribut usabilitas yang menjadi faktor penting dalam pengujian usabilitas e-commerce Shopee menggunakan eye-tracking technology adalah efficiency dan error. Efficiency dapat diukur menggunakan fixation duration dan fixation number, sedangkan error dapat diukur menggunakan error rate. Untuk mengetahui hubungan antara variabel dependen dan independen dilakukan uji Repeated Measures ANOVA menggunakan software SPSS V.16. Menurut hasil dari test of within-subjects effects, terdapat perbedaan rata-rata secara signifikan untuk task completion time, fixation number, dan error rate pada kedua kelompok experience dan task. Rekomendasi yang diberikan antara lain penempatan iklan ke bagian top-page, penataan kategori produk, menghilangkan pop-up iklan, dan menghilangkan rekomendasi produk serupa pada halaman ”Keranjang Saya” yang mengganggu konsentrasi pengguna.
=============================================================================================================================
Shopee is one of the most visited e-commerce sites in Indonesia. A good e-commerce application must pay attention to usability. Usability testing on e-commerce can be done using eye tracking, because through eye-tracking heatmaps and gazeplots can be obtained which indicate which areas are most often seen, so recommendations for improvements to interface design can be given. Usability testing experiments were carried out with 32 participants (16 experts and 16 novice). Each participant have to finish on two types of tasks, buying certain products and free products until choosing a payment method. Interviews and questionnaires were also conducted to determine participant’s assessment of the Shopee application. Through this test the task completion time, fixation duration, fixation number, error rate, heatmaps, and gazeplots are obtained. The independent variables used are experience (expert and novice) and tasks (task1 for certain products and task2 for free product). Usability attributes that are important factors in usability testing of e-commerce Shopee using eye-tracking technology are efficiency and error. Efficiency can be measured using fixation duration and fixation number, while errors can be measured using an error rate. To find out the relationship between the dependent variable and independent, the Repeated Measures ANOVA test was performed using SPSS V.16 software. According to the results of the test of within-subjects effects, there were significant average differences in task completion time, fixation number, and error rate in both the experience and task groups. Recommendations provided include ads placement to the top-page section, structuring product categories, eliminating pop-up advertisements, and removing similar product recommendations on the "Keranjang Saya" page which disrupts user concentration.

Item Type:	Thesis (Other)
Uncontrolled Keywords:	E-Commerce, Usability, Eye-Tracking Technology
Subjects:	T Technology > T Technology (General) > T58.5 Information technology. IT--Auditing
Divisions:	Faculty of Industrial Technology > Industrial Engineering > 26201-(S1) Undergraduate Thesis
Depositing User:	Asma'ul Khusna
Date Deposited:	22 Jul 2026 02:22
Last Modified:	22 Jul 2026 02:22
URI:	http://repository.its.ac.id/id/eprint/66041

Actions (login required)

View Item