ONLINE MARKETPLACE WEBSITE USER INTERFACE EVALUATION BY KANSEI ENGINEERING METHODOLOGY

• Main Author: FACHRIZAL (13414081), AJIE
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/25250
• Institution: Institut Teknologi Bandung

<p align="justify">The availability of various choices of online marketplace in Indonesia has caused customers to be more demanding that online marketplace has user interface design that is captivating and abide to the users’ needs. Moreover, current user interface design of online marketplaces only consider the usability aspect and have not been able to pay more attention to the emotional aspect, which truthfully quite crucial in accordance with the customers’ buying intention. This research aims to evaluate several user interfaces of the website for certain online marketplaces in Indonesia by using Kansei Engineering methodology and create suggestions designs based on the conducted evaluation. Kansei words are identified from literatures and interviews with respondents with certain criterion, both male and female in the age group of 18-44 years and has experiences using the online marketplace websites. Through the identification process, 92 kansei words are procured which are then reduced to 15 groups of kansei words with the help of linguists. Aside from that, an experiment is also conducted in order to assess four samples of online marketplaces, which are Tokopedia, Lazada, Bukalapak and Shopee that is done with the help of 78 respondents. The data of the experiment is analyzed by using principal component analysis (PCA) and it is concluded that 15 kansei variables could be structured into 5 general factors. The aforementioned factors are used as a guidance in designing the suggestion designs of the user interfaces by connecting each factor composing variables toward the online marketplace websites attributes. ‘Colour’ factor which consists of variables ‘Neutral Colour’, ‘Cool Colour’, and ‘Bright Colour’ is linked to the Tokopedia’s interface attributes. Then, ‘Plain’, ‘Feature’, and ‘Convenient’ factor are associated with the Lazada’s interface attributes. ‘Plain’ factor consistss of variables ‘Plain’ and ‘Simple’. ‘Feature’ factor is composed of ‘Modern’, ‘Full Features’, and ‘Responsive’ variable, meanwhile ‘Convenient’ factor is structured by ‘Intuitive’, 'Unique’, ‘Convenient’, and ‘Neat’ variable. In the other hand, ‘Informative’ factor which covers the ‘Informative’, ‘Trusted’, and ‘Beautiful’ variable is associated with the Shopee’s interface attributes.<p align="justify">