Pengaruh user interface (UI) dan user experience (UX) terhadap keputusan pembelian produk investasi pada aplikasi Marketplace Bibit

Abstract

This study aims to determine the influence of user interface (UI) and user experience (UX) partially or simultaneously on purchasing decisions for investment products in the Bibit Marketplace application. The research method used in this research is quantitative method of explanatory design with accidental sampling method. The sample in this study amounted to 351 people. Data collection was carried out using a Likert scale consisting of a purchasing decision scale, a user interface scale, and a user experience scale. Multiple linear regression analysis techniques were used to test the proposed hypothesis. The results showed that: (1) UI has a positive effect on purchasing decisions for investment products on the Bibit Marketplace Application (p = 0.000; t = 6.589; r partial = 0.333). (2) UX has a positive effect on purchasing decisions for investment products on the Seed Marketplace Application (p = 0.000; t = 11.240; r partial = 0.516). (3) UI and UX simultaneously affect the purchase decision of investment products on the Seed Marketplace Application (p = 0.000; F = 409.181). (4) The effective contribution of UI and UX to purchasing decisions is 70,2% and the effective contribution of UX to purchasing decisions is 66,4%. So that the variable that has a more dominant influence on purchasing decisions for investment products on Bibit Marketplace Application is user experience (UX).