The Effect of User Experience on the use of Tokopedia E-Commerce Applications

Abstract

In the midst of the current pandemic conditions, all face-to-face activities are limited to minimize the spread of the Covid-19 virus and automatically all community activities that must be carried out online will increase, online buying and selling activities will also increase. This study aims to examine the effect of user experience on the Tokopedia ecommerce application in Indonesia. This research model adopts and modifies the user experience questionnaire (UEQ) and the HEART metrics framework. Data was collected by distributing online questionnaires using google form to Tokopedia application users. SEM-PLS was also used to analyse the data collected from 462 respondents to practically validate the hypothesized model. Attractiveness (AT), dependability (DE), stimulation (ST), novelty (NO), and task success (TS) all have a substantial impact on the use of the Tokopedia program, according to the findings. Meanwhile, efficiency (EF) and perspicuity (PE) have no discernible impact on the use of the Tokopedia app. Keyword — User Experience, User Experience Questionnaire, HEART Metrics, Adoption Attributes, Tokopedia