Perancangan User Experience Aplikasi E-Business Pasar Tradisional Dengan Metode Human Centered Design (Studi Kasus: Pasar Oro-Oro Dowo)

Penulis

Indrihana Kharismaning Larasati, Widhy Hayuhardhika Nugraha Putra, Retno Indah Rokhmawati

Abstrak

Penyebaran COVID-19 di Indonesia mengakibatkan penurunan transaksi pada pasar tradisional, hal ini dikarenakan adanya penurunan jumlah pengunjung dan minat beli serta minat beli masyarakat secara luas. Salah satu pasar tradisional yang terdampak adalah Pasar Oro-oro Dowo Kota Malang. Untuk tetap mempertahankan transaksi di pasar, pedagang Pasar Oro-oro Dowo menggunakan aplikasi WhatsApp untuk menawarkan barangnya, selain itu ada pula solusi yang ditawarkan Pemerintah Kota yakni menyediakan sarana untuk jual beli secara online. Namun solusi tersebut belum mampu memberikan pengalaman penggunaan yang mudah serta adanya beberapa fungsi yang masih terpisah dari platform utama membuat solusi tersebut kurang efektif. Oleh karena itu, melalui penelitian ini diusulkan rancangan aplikasi e-business pasar berdasarkan penerapan elemen UX dengan menggunakan pendekatan Human-Centered Design. Hasil dari penelitian berupa tiga prototype yang diujikan kepada tiga kelompok pengguna yakni pembeli, pedagang, dan admin pasar. Pengujian rancangan prototype aplikasi tersebut dilakukan dengan pendekatan usability testing yang mengukur aspek efektivitas, efisiensi dan kepuasan pengguna. Skor efektivitas dari aplikasi pedagang, pembeli dan admin berturut-turut sebesar 100%, 98% dan 100%. Sedangkan skor efisiensi berturut-turut sebesar 100%, 97,03% dan 100%. Dalam pengujian aspek kepuasan pengguna, kuesioner yang digunakan adalah PSSUQ dengan hasil skor sebesar 2,0 pada aplikasi pedagang, 2,15 pada aplikasi pembeli dan 1,11 pada website admin.


Abstract


A covid-19 pandemic causes the decrease of transactions in the traditional market. This is due to the decrease in the number of visitors and public purchase intention extensively. One of the markets affected is Oro-Oro Dowo Market in Malang City. To maintain the transaction in the market, the sellers in Oro-Oro Dowo Market use the WhatsApp application to offer their items. Moreover, the solution offered by the City Government is by providing a platform for the online transaction. However, the solution has not been able to provide an easy user experience, and several functions that are still separated from the main platform make this solution less effective. Therefore, through this study, the user experience design of the conventional market e-business application using Human-Centered Design is proposed. The results of the study are in the form of three prototypes that are tested to three user groups, buyer, seller, and market admin. The testing for application prototype design is conducted by usability testing approach, which measures the effectiveness, efficiency, and user satisfaction aspects. The effectiveness score of seller, buyer, and admin applications are 100%, 98%, and 100%, respectively. Meanwhile, the efficiency score is 100%, 97.03%, and 100%, respectively. In testing the user satisfaction aspect, the questionnaire used is PSSUQ with a score of 2.0 in seller application, 2.15 in buyer application, and 1.11 in admin website.

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Referensi


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DOI: http://dx.doi.org/10.25126/jtiik.2022915592