Evaluation of Usability and User Experience of Shopee as One of the Top E-Marketplaces in Indonesia

Abstract

79% of Micro, Small, and Medium Enterprises (MSMEs) in Indonesia have not used E-commerce. One of the reasons is the difficulty of using E-commerce. Therefore, an evaluation of usability and user experience was carried out on one of Indonesia's most popular e-commerce sites, namely Shopee. This study uses a mixed-method, namely quantitative and qualitative data collection. Quantitative data was collected through the System Usability Scale (SUS) and User Experience Questionnaire (UEQ) instruments. Meanwhile, qualitative data were obtained to determine the perspective of MSME regarding the use of E-marketplaces, especially Shopee. This study involved 309 MSMEs in Indonesia, of which 7 MSMEs stopped using Shopee and 98 active Shopee users to date. In this study, it was concluded that the usability of the Shopee E-marketplace was above average. Meanwhile, in terms of user experience, Shopee's hedonic quality is at a perfect level. However, in pragmatic quality, Shopee's E-marketplace is below average.