(A CASE STUDY OF NAPPA MILANO)
By
Kevin Andika Lukita 12112005
BACHELOR’S DEGREE in
INFORMATION TECHNOLOGY
FACULTY OF ENGINEERING AND INFORMATION TECHNOLOGY
SWISS GERMAN UNIVERSITY EduTown BSD City
Tangerang 15339 Indonesia
August 2016
Revision after the Thesis Defense on 22 July 2016
Kevin Andika Lukita STATEMENT BY THE AUTHOR
I hereby declare that this submission is my own work and to the best of my knowledge, it contains no material previously published or written by another person, nor material which to a substantial extent has been accepted for the award of any other degree or diploma at any educational institution, except where due acknowledgement is made in the thesis.
Kevin Andika Lukita
____________________________________________
Student Date
Approved by:
Dr. Maulahikmah Galinium, S.Kom., M.Sc.
____________________________________________
Thesis Advisor Date
James Purnama, M.Sc
____________________________________________
Thesis Co-Advisor Date
Dr. Ir. Gembong Baskoro, M.Sc
____________________________________________
Dean Date
Kevin Andika Lukita ABSTRACT
ANALYSIS OF THE USER EXPERIENCE OF A E-COMMERCE WEBSITE (A CASE STUDY OF THE ONLINE SHOP OF NAPPA MILANO)
By
Kevin Andika Lukita
Dr. Maulahikmah Galinium, S.Kom., M.Sc, Advisor James Purnama, M.Sc, Co-Advisor
SWISS GERMAN UNIVERISTY
The purpose of this study is to define the attributes of the Nappa Milano online store that needs most improvement based on the result of the user experience evaluation.
Nappa Milano is a brand of male footwear that has been established since 2013. Based on the User Experience Questionnaire (UEQ) framework, there are several attributes on a website such as attractiveness, perspicuity, efficiency, dependability, stimulation, and novelty. The result indicates that the attribute which receives the most positive evaluation from users is the perspicuity attribute, which means that the Nappa Milano online store is easily understandable for most users. On the other hand, the attribute which needs the most improvement is the novelty attribute, which means that, according to most users, the online store of Nappa Milano lacks of creativity in terms of the way it is designed. The UEQ also comes with a benchmark comparing the assessment of Nappa Milano online store to the assessment of 163 various products.
The result of the benchmark is the Attractiveness, Efficiency, Perspicuity, dependability attribute receives excellent result compared to others while the stimulation receives above average result and the novelty receives below average result.
Keywords: Nappa Milano, UEQ, e-Commerce, User Experience
Kevin Andika Lukita
© Copyright 2016 by Kevin Andika Lukita
All rights reserved
Kevin Andika Lukita DEDICATION
I dedicate this thesis to my parents, my sister, my brother, all my lecturers and all my friends, especially to the owner of the brand, Dennis Senjaya.
Kevin Andika Lukita ACKNOWLEDGEMENTS
First of all, I would like to thank Buddha Gautama for his teachings about having a grateful life, to be a good person and for his grace and for giving me his guidance during the course of this 8th semester.
Secondly, my parents has supported me during my time working on my thesis. Their everlasting love and motivation has always been on my side and has never let me down, for that I give my warmest thanks to them. I would also like to thank my sister who has give me suggestion to deal with some stress and my little brother to entertain me whenever I felt under pressure.
I would like to especially thank my thesis advisor, Maulahikmah Galinium for his constant reminder whenever I feel too jovial about the thesis and for his kindness to always willing to spare his time to guide, help and teach me over the course of thesis work, I would like to thank my thesis co-advisor, James Purnama for his constant reminder as well and for his guidance and help during the course of this thesis work. I will also thank Michael Scof for his crucial reminder when I have only 7 weeks left to finish my thesis.
I would also like to thank my whole IT2012 friends for standing by my side whenever time is against me, especially Bernhart Farras Sukandar for his suggestions and for his time to play FIFA whenever I feel like refreshing my brain, Panjinagara Firstama for his comedian-like traits, and especially for Louis Christy Lukito, Daniel Gerald Setiawan, Khosyi Yoga Pratama, and Rasyid Naif Dahbul for their time playing GTA V and pool to have some good time with me.
Last but not least, I would like to thank my high school friends for their time hanging out with me every weekend because I really need it to refresh my head to do thesis works every weekdays.
Kevin Andika Lukita TABLE OF CONTENTS
Page
ABSTRACT ... 3
DEDICATION ... 5
TABLE OF CONTENTS ... 7
LIST OF FIGURES ... 10
LIST OF TABLES ... 11
CHAPTER 1 - INTRODUCTION ... 13
1.1 Background ... 13
1.2 Research Problem ... 13
1.3 Research Purpose ... 13
1.4 Research Scope ... 14
1.5 Research Limitation ... 14
1.6 Significance of Study ... 14
1.7 Research Questions and Hypothesis ... 14
1.7.1 Research Questions ... 14
1.7.2 Hypothesis ... 15
1.8 Thesis Structure ... 15
1.8.1 Chapter 1- Introduction ... 15
1.8.2 Chapter 2 – Literature Review ... 15
1.8.3 Chapter 3 – Methodology ... 15
1.8.4 Chapter 4 – Result and Discussion ... 15
1.8.5 Chapter 5 – Conclusion and Recommendation ... 16
CHAPTER 2 - LITERATURE REVIEW ... 17
Kevin Andika Lukita
2.1 E-Commerce ... 17
2.1.1 Types of E-Commerce ... 17
2.1.1.1 B2B ... 17
2.1.1.2 B2C ... 17
2.1.1.3 C2C ... 18
2.1.1.4 B2G ... 18
2.2 Nappa Milano ... 18
2.3 User Experience (UX) ... 20
2.3.1 User Experience and Usability ... 20
2.3.2 User experience and e-commerce ... 20
2.4 Related Works ... 21
2.4.1 The TAM ... 23
2.4.2 Web Acceptance Model ... 24
2.4.3 UEQ ... 25
CHAPTER 3 – RESEARCH METHODS ... 27
3.1 Research Methodology ... 27
3.2 Research Framework ... 28
3.3 Questionnaire ... 30
3.3.1 Questionnaire Design ... 30
3.3.2 Questionnaire Sample Size ... 36
3.4 Pilot Study ... 37
3.4.1 Pilot Study Sample Size ... 38
3.4.2 Pilot Study Questionnaire ... 38
3.4.2.1 Validity Testing ... 38
3.4.2.2 Validity Testing Result ... 39
3.4.2.3 Reliability Testing ... 41
3.4.2.4 Reliability Testing Result ... 43
3.5 Data Gathering ... 45
3.6 Data Set Extraction ... 45
3.6.1 Data Filtering ... 45
Kevin Andika Lukita
3.6.2 Data Coding ... 46
3.7 Data Analysis ... 46
3.8 Recommendation for Improvement ... 47
3.9 Study Conclusion ... 47
CHAPTER 4 – RESULTS AND DISCUSSIONS ... 48
4.1 Questionnaire for Actual Study ... 48
4.2 Actual Questionnaite Validity and Reliability Test Result ... 48
4.2.1 Validity Test ... 48
4.2.2 Reliability Test ... 50
4.3 Data Analysis ... 53
4.3.1 Demographic profile of respondents ... 53
4.3.1.1 Respondent Gender ... 53
4.3.1.2 Respondent Age ... 53
4.3.1.3 Respondent Jobs ... 54
4.3.1.4 Respondent’s preference of e-commerce sites ... 55
4.3.1.5 Respondent’s experience using Nappa Milano online store ... 57
4.3.2 Result part 2 ... 58
4.3.2.1 Result per Item ... 58
4.3.2.2 UEQ Scales ... 61
4.3.2.3 UEQ Scale Analysis ... 61
4.3.2.4 Data Benchmarking ... 64
4.3.2.5 Pragmatic and hedonic quality ... 65
4.4 Recommendations ... 67
CHAPTER 5 – CONCLUSION AND FUTURE WORKS ... 71
5.1 Conclusions ... 71
5.2 Future Works ... 72
GLOSSARY ... 73
REFERENCES ... 75
APPENDIX ... 78
CURRICULUM VITAE ... 103
