DANIA SAFITRI, . (2026) PENGARUH USER INTERFACE (UI) DAN USER EXPERIENCE (UX) TERHADAP PURCHASE DECISION PADA APLIKASI TRAVELOKA MELALUI PERCEIVED USEFULNESS. Sarjana thesis, UNIVERSITAS NEGERI JAKARTA.
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Abstract
Penelitian ini bertujuan untuk menguji pengaruh User Interface (UI) dan User Experience (UX) terhadap Purchase Decision pada Aplikasi Traveloka melalui Perceived Usefulness. Penelitian ini menggunakan pendekatan kuantitatif dengan metode SEM-PLS. Menggunakan teknik non-probability sampling dengan metode purposive sampling, sehingga diperoleh 257 responden yang memenuhi kriteria. Pengumpulan data dilakukan melalui kuesioner secara daring menggunakan Google Form. Skala pengukuran yang digunakan adalah skala Likert enam tingkat dengan menganalisis 32 indikator. Hasilnya, UI dan UX berpengaruh positif dan signifikan terhadap Perceived Usefulness. Selain itu, UI berpengaruh positif dan signifikan terhadap Purchase Decision, sementara UX tidak berpengaruh signifikan terhadap Purchase Decision. Perceived Usefulness berpengaruh positif dan signifikan terhadap Purchase Decision, serta mampu memediasi secara signifikan hubungan antara UI terhadap Purchase Decision dan UX terhadap Purchase Decision. Temuan ini menegaskan pentingnya Perceived Usefulness dalam menjembatani UI dan UX terhadap keputusan pembelian. Penelitian ini memberikan kontribusi teoretis pada literatur terkait UI dan UX dalam konteks aplikasi digital. ***** This study aims to examine the influence of User Interface (UI) and User Experience (UX) on Purchase Decision in the Traveloka application through Perceived Usefulness. The study employs a quantitative approach using the SEM-PLS method. A non-probability sampling technique with purposive sampling was used, resulting in 257 respondents who met the specified criteria. Data were collected through an online questionnaire using Google Form. A six-point Likert scale was used to measure 32 indicators. The results show that UI and UX have a positive and significant influence on Perceived Usefulness. In addition, UI has a positive and significant influence on Purchase Decision, while UX does not have a significant effect on Purchase Decision. Perceived Usefulness has a positive and significant influence on Purchase Decision and significantly mediates the relationship between UI and Purchase Decision as well as UX and Purchase Decision. These findings emphasize the importance of Perceived Usefulness in bridging UI and UX to influence consumer purchase decisions. This research provides theoretical contributions to the literature on UI and UX in the context of digital applications.
| Item Type: | Thesis (Sarjana) |
|---|---|
| Additional Information: | 1). Prof. Dr. Gatot Nazir Ahmad, S.Si., M.Si. ; 2). Meta Bara Berutu, S.E., M.M. |
| Subjects: | Manajemen > Manajemen Pemasaran |
| Divisions: | FE > S1 Manajemen |
| Depositing User: | Dania Safitri . |
| Date Deposited: | 18 Feb 2026 04:51 |
| Last Modified: | 18 Feb 2026 04:51 |
| URI: | http://repository.unj.ac.id/id/eprint/65128 |
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