MEASURING USER EXPERIENCE IN AN ONLINE STORE USING PULSE AND HEART METRICS

MEASURING USER EXPERIENCE IN AN ONLINE STORE USING PULSE AND HEART METRICS Paulus Insap Santosa Department of Electrical Engineering and Information Technology, Universitas Gadjah Mada Email: insap@ugm.ac.id Abstrak Beberapa sukses faktor toko daring dapat diringkas ke dalam elemen kebergunaan toko daring tersebut. Secara umum, kebergunaan berfokus pada kegunaan dan dapat digunakanya toko daring untuk membantu kustomer belanja secara daring. Akhir-akhir ini pengalaman positif pengguna ketika berbelanja secara daring menjadi tuntutan yang semakin nyata. Kebergunaan dan pengalaman pengguna adalah dua hal yang berbeda meskipun sangat berkaitan. Kebergunaan berfokus pada produk, dan pengalaman pengguna berfokus pada perasan dan emosi pengguna. Artikel ini melaporkan studi empiris untuk mengidentifikasi faktor yang berkontribusi pada pengalaman positif situs belanja daring. Responden berjumlah 121 yang merupakan mahasiswa yang belum pernah melakukan belanja daring. Para responden dihadapkan pada sebuah toko daring yang menjual beberapa barang. Mereka mengikuti skenario yang memungkinkan mereka melihat hampir semua fitur toko daring. Pengalaman pengguna diukur dengan menggunakan kombinasi metrik PULSE dan HEART dengan beberapa modifikasi untuk disesuaikan dengan keadaan. Analisis data menunjukkan bahwa responden mendapatkan manfaat yang lebih tinggi dibanding biaya yang harus ditanggung, dan kebahaguiaan dan sukses menjalankan tugas merupakan dua peubah yang memberikan pengaruh tertinggi kepada pengalaman pengguna. Kata kunci:pengalaman pengguna, kebergunaan, toko daring, PULSE, HEART, scenario Abstract Several success factors of online store can be summarized as usability. In general, usability focuses on how useful and usable the online store toward helping customers in doing their online shopping. Recently, more demand towards user positive experience becomes apparent. Usability and user experience are two different things but closely related. Usability focuses on products, and user experience focuses on user’s feelings and emotion. This paper reports an empirical study to determine factors contribute to positive experience in an online store success. There were 121 respondents who were students who had never done online shopping. They were exposed to a mockup online store selling several merchandises. They followed certain scenario that allowed them experiencing most online store features. User experience was measured using a combination of PULSE and HEART metrics with some modification to suit the current condition. Data analysis showed that respondents gained more benefit compared to the incurred cost, and happiness and task success were two variables provided more influence to user experience. Keywords: user experience, usability, online store, PULSE, HEART, scenario.

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