Abstract
<p><em>The increasing internet users in Indonesia has encourage companies to take advantage of internet technology in its business (e-commerce). Amid the growth of e-commerce, Rakuten Indonesia (RI) as one of the e-commerce company, have to compete in order to retain its existence. For e-commerce companies, website’s usability has an important role in attracting consumers to conduct transactions. RI website’s usability will be evaluated using Eyetracking usability testing. Eyetracking usability testing use the results of the gaze replay, gaze plots, heat maps, and the area of interest (AOI). The evaluation was done for the website features (product categorization, filtering products, sorting products, product description, saving products, as well as ordering the product), and the placement of the advertisement on the homepage RI website. From the evaluation, it was found 10 problems related RI website’s feature and the improvements was made. From the results of the evaluation of advertisement’s placements based AOI, can be determined the cost of advertising and the content of the advertisement on a specific area on the website's homepage.</em></p>
Highlights
Peningkatan pengguna internet di Indonesia mendorong banyak perusahaan untuk memanfaatkan teknologi internet dalam usahanya (e-commerce)
websites usability has an important role in attracting consumers to conduct transactions
Eyetracking usability testing use the results of the gaze replay
Summary
E-commerce merupakan semua pertukaran informasi dengan media elektronik antara sebuah organisasi dengan pihak ketiga yang berhubungan. Kemampupakaian suatu produk tercapai ketika produk/ layanan dapat digunakan untuk mencapai apa yang pengguna harapkan tanpa adanya halangan, keraguan, atau pertanyaan (Rubin dan Chisnell, 2008). Pengujian kemampupakaian merupakan proses pengujian dan evaluasi kriteria kemampupakaian pada suatu produk dengan menggunakan responden yang sesuai target pasar untuk produk tersebut. Eye gaze menyediakan metode yang sangat efisien dalam menunjukkan sesuatu sehingga dapat diketahui kemana fokus mata dan pergerakan mata. Menurut Pernice dan Nielsen (2009), Gaze replay memungkinkan untuk mengulang kembali pergerakan mata pada saat pengujian dilakukan sehingga dapat melihat apa yang diamati oleh pengguna. Berdasarkan Tobii Technology (2012), Software Tobii Studio dapat memberikan analisis metrik berdasarkan data yang diperoleh dari pengujian eye tracking dengan membuat AOI pada media yang tersedia. Fixation duration mengukur durasi untuk setiap fiksasi yang terjadi pada suatu AOI
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