Influence of UI/UX on Online Purchase Decisions in E-Commerce

Abstract

Shopee and Tokopedia are e-commerce with the most users in Indonesia, but there are several factors that can influence online purchasing decisions such as the user interface, user experience and user habits. The purpose of this study is to measure the level of usability in this case the user interface (UI) and user experience (UX) by involving the users cognitive and analyzing the level of influence of UI/UX on online purchasing decisions in e-commerce. The method used in this study is a cognitive walkthrough for measuring usability by involving the users cognitive; user experience is measured with the help of the User Experience Questionnaire (UEQ), and path analysis to calculate the level of influence of UI/UX on online purchasing decisions in e-commerce through consumer habits as an intervening variable. Non-parametric statistical tests are also used to test some classical assumption tests and hypotheses in path analysis. The results showed that usability measurement using cognitive walkthrough (CW) was easy to use with a success rate of 60 to 100% in completing three tasks. A positive impression is given by e-commerce shopee and tokopedia with all indicator values above 0.8. Based on the path analysis, it is known that the indirect effect or the influence of the user interface on e-commerce shopping decisions through consumer behavior is 58.6%, while the effect of user experience on e-commerce shopping decisions through consumer behavior is 41.4% smaller than the influence of UI.