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PENGEMBANGAN MODEL USABILITY PADA SITUS E-COMMERCE DAN PENGARUHNYA TERHADAP USAGE CONTINUANCE PENGGUNA E-COMMERCE

DEVELOPMENT OF USABILITY MODEL ON E-COMMERCE WEBSITE AND ITS IMPACT ON E-COMMERCE USERS USAGE CONTINUANCE

Master Theses from JBPTITBPP / 2018-03-15 15:18:36
Oleh : ARFI RUWAIDA NIM: 23416086, S2 - Industrial Engineering and Management-FTI
Dibuat : 2018-03-15, dengan 1 file

Keyword : USABILITY, USAGE CONTINUANCE, E-COMMERCE, MULTIGROUP

Usability dalam konteks website merupakan desain situs dan fitur fungsional yang spesifik sehingga membuat situs e-commerce lebih mudah untuk digunakan dan pengguna dapat memenuhi tujuannya melalui situs e-commerce tersebut. Usability yang dirancang dengan baik akan membuat adanya penggunaan berkelanjutan (usage continuance) dari pengguna situs e-commerce. Oleh karena itu, penelitian ini bertujuan untuk mengetahui faktor-faktor yang dapat mendeskripsikan usability dan mengetahui pengaruhnya terhadap penggunaan berkelanjutan.

Berdasarkan penelitian-penelitian terdahulu, variabel yang dihipotesiskan menjadi faktor yang mendeskripsikan usability adalah learnability, efficiency, memorability, accuracy, flexibility, emotion, dan utility. Utility merupakan variabel yang mewakili aspek fungsional dari usability, sehingga dijabarkan lebih rinci ke dalam variabel information search, interface display, dan transaction. Faktor-faktor usability tersebut akan digunakan untuk menjelaskan pengaruhnya terhadap usage continuance dan usefulness sebagai outcome dari penggunaan. Selanjutnya, terdapat efek mediasi pada usability (orde kedua) dan usefulness terhadap usage continuance.

Penelitian ini menggunakan 505 data pengguna e-commerce untuk menguji hipotesis yang telah dirancang. SEM (Structural Equation Modeling) digunakan untuk mengolah data yang didapat. Goodness of fit yang didapatkan dari model pengukuran dan model struktural penelitian ini cukup baik, sehingga diketahui bahwa memorability, accuracy, dan utility mampu mendeskripsikan usability dengan baik. Usage continuance hanya dipengaruhi oleh memorability, sedangkan usefulness dipengaruhi oleh efficiency, accuracy, emotion, dan utility. Dari hasil pengolahan juga diketahui bahwa efek mediasi satisfaction pada hubungan usefulness terhadap usage continuance terbukti berpengaruh.

Selain itu, pengolahan multigrup SEM berdasarkan jenis kelamin (perempuan dan laki-laki) dan berdasarkan usia (di bawah 23 tahun dan di atas 23 tahun) juga dilakukan untuk melihat perbedaan model penelitian melalui aspek demografi pengguna e-commerce. Hasil pengolahan menunjukkan bahwa terdapat perbedaan kelompok jenis kelamin dan kelompok usia. Hasil tersebut dapat digunakan oleh penyedia e-commerce untuk menentukan strategi bisnis berdasarkan target pasar yang dipilih.

Deskripsi Alternatif :

Usability in the context of website is a site design and a specific functional feature that make e-commerce sites easier to use and users able to meet their goals through the e-commerce sites. Well-designed usability will result in continuous usage from users of e-commerce sites. Therefore, this study aims to determine the factors that can describe usability and recognize its effect on usage continuance.

Based on previous studies, the hypothesized variables that describe usability are learnability, efficiency, memorability, accuracy, flexibility, emotion, and utility. Utility is a variable that represents the functional aspect of usability, so it is described in more detail in information search, display interface, and transaction variable. The usability factors will be used to explain the effect on usage continuance and usefulness as outcomes of use. Furthermore, there is a mediation effect on usability (second order) and usefulness to usage continuance.

This study uses 505 data e-commerce users to test the hypothesis that has been designed. SEM (Structural Equation Modeling) is used to process the data that has been obtained. Goodness of fit of the measurement model and structural model of this research is quite good, so it can be concluded that memorability, accuracy, and utility are able to describe usability well. Usage continuance is only influenced by memorability, while usefulness is influenced by efficiency, accuracy, emotion, and utility. From the results of SEM, it is also known that the mediation effect of satisfaction on the relationship of usefulness to usage continuance proved to have an effect.

In addition, multigroup SEM based on gender (female and male) and by age (under 23 and above 23 years) are performed to see the difference of research models through demographic aspects of e-commerce users. The result show that there are differences in sex groups and age groups. These results can be used by e-commerce providers to determine business strategies based on selected target markets.


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  • Pembimbing : Dr. Rajesri Govindaraju, ST., MT., Editor: Dewi Supryati

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