Perancangan dan Evaluasi Usabilitas Website E-Commerce Batik (Studi Kasus: Batik Butimo, Kulon Progo, DIY)

NOVA SUPARMANTO, Andi Sudiarso, S.T., M.T., M.Sc., Ph.D

2018 | Tesis | S2 Teknik Industri

Pergerakan transaksi ke era digital (e-commerce) menjadi tantangan tersendiri bagi industri untuk dapat bersaing di tengah kompetisi global. Namun banyak situs e-commerce masih terlalu sulit untuk digunakan dan di luar harapan konsumen serta masih belum memenuhi persyaratan usabilitas pengguna. Usabilitas sangat penting bagi UKM termasuk model B2C di lingkungan industri batik, salah satunya di Batik Butimo Kulon Progo DIY karena dapat berpengaruh terhadap banyaknya pelanggan yang memutuskan untuk berbelanja pada e-commerce. Penelitian ini bertujuan untuk merancang e-commerce melalui permasalahan usabilitas dan rekomendasi yang ditemukan serta melakukan pengujian usabilitas terhadap e-commerce yang sudah ada dan yang akan dikembangkan. Hasil yang diharapkan adalah e-commerce dengan tingkat usabilitas tinggi. Metode perancangan e-commerce menggunakan Goal Directed Design melalui survei dengan kuesioner kebutuhan kepada 30 responden yang aktif melakukan transaksi online belanja batik untuk membandingkan layout, desain visual dan fitur. Metode usabilitas yang digunakan yaitu Heuristic Evaluation (HE) dengan 5 responden double expert dan Performance Measurement untuk 5 aspek usabilitas (Learnability, Efficiency, Memorability, Error, dan Satisfaction menggunakan SUS) dengan 12 task. Hasil studi literatur terdapat 3 layout dan Rappa & Thomas terpilih dengan nilai prosentase tertinggi (79,85%). Hasil perancangan desain visual terpilih yaitu: warna Modern and Clean (45,5%), gambar �Model Batik� (69,7%), dan font Sans Serif (50%). Hasil penilaian fitur dari 28 item kriteria, 8 item (28,6%) perlu dievaluasi. Terdapat 6 fitur penting e-commerce batik yaitu: informasi status pengiriman, fleksibilitas cara pembayaran, metode pengiriman, informasi event/ promo terpisah, fitur pencarian, dan konsistensi posisi pencarian & navigasi. Hasil evaluasi heuristik, ditemukan 5 masalah yang melanggar prinsip di existing product yaitu Danar Hadi (50%), sedangkan e-commerce Butimo (development product) terdapat 3 prinsip heuristik yang dilanggar (30%) setelah dilakukan perbaikan. Hasil pengujian usabilitas pada aspek Learnability, responden memiliki tingkat learnability yang baik. Aspek Efficiency dan Effectiveness pada task 1 sampai 12 sebesar 100%. Aspek Memorability, waktu yang diperlukan kedua responden pada sesi pertama dan kedua tidak memiliki perbedaan yang signifikan, sehingga mengalami memorability. Aspek Error, sejumlah 3 kesalahan yang dilakukan responden. Aspek Satisfaction, hasil kuesioner rata-rata skor SUS sudah cukup baik karena di atas rata-rata (>=68) dengan grade D, kecuali Expert Danar Hadi termasuk kategori �Marginal Low�. Secara keseluruhan tingkat usabilitas e-commerce batik Butimo lebih baik dibandingkan Danar Hadi pada jumlah temuan masalah usabilitas dan aspek Satisfaction.

Movement of transactions into the digital era (e-commerce) becomes a challenge for industry to be able to compete in the middle of global competition. But many e-commerce sites are still difficult to use and beyond consumer expectations and still do not meet user usability requirements. Usability is very important for SMEs including B2C models in batik industrial environment because it can affect the number of customers who are making purchases on e-commerce, one of them in Butimo Batik Kulon Progo DIY. This study aims to design e-commerce through the problems of reusability and recommendations found and test the reusability of existing e-commerce and which will be developed. The result is e-commerce with a high level of usability. E-commerce design method using Goal Directed Design through a survey with a questionnaire to 30 respondents who actively conduct online transactions shopping of batik to compare layout, visual design and features. The usability method used is Heuristic Evaluation (HE) with 5 double expert respondents and Performance Measurement for 5 usability aspects (Learnability, Efficiency, Memorability, Error, and Satisfaction using SUS) with 12 tasks. Result of literature study there are 3 layout and Rappa & Thomas selected with highest percentage value (79,85%). Design result of selected visual design are: Modern and Clean color (45,5%), "Batik Model" picture (69,7%), and Sans Serif font (50%). The results of the feature assessment of the 28 item criteria, 8 items (28.6%) need to be evaluated. There are 6 important features of e-commerce batik: delivery status information, flexibility payment, delivery method, separate event/ promo information, search feature, and consistency of search & navigation position. Result of evaluation of heuristik, found 5 problems violating the principle in existing product Danar Hadi (50%), while e-commerce Butimo (development product) there are 3 heuristic principles are violated (30%) after the improvement. The results of usability testing on the aspects of Learnability, respondents have a good level of learnability. Efficiency and Effectiveness, in tasks 1 through 12 are 100%. Memorability, the time required both respondents in the first and second sessions have no significant differences, so experience memorability. Error, a number of 3 mistakes made by respondents. Satisfaction, the result of questionnaire average SUS score is good enough, above average (>=68) with grade D, except Expert Danar Hadi including "Marginal Low" category. Overall, the usability level of e-commerce of Butimo batik is better than Danar Hadi on the number of findings of usability problems and Satisfaction aspect.

Kata Kunci : e-commerce, batik, business to customer (B2C), goal directed design, usability