PENGARUH USER INTERFACE PADA TOKOPEDIA TERHADAP PERSEPSI PRODUK DI MATA KONSUMEN SURABAYA

Abstract

Advances in technology and information, especially in the trade industry, have changed people's shopping behavior from traditional to online shopping. One of the things contained in online shopping sites is the User Interface, which is useful for conveying information from the online shopping site to consumers or potential buyers, as is being developed by Tokopedia. The purpose of this study was to determine how much influence the User Interface on the online shopping site Tokopedia had on consumer perceptions in Surabaya of the product. This research is a type of research that is rooted in the effects of mass communication using the S-O-R (Stimulus–Organism–Response) theory. It was conducted on 96 respondents using Tokopedia in Surabaya, aged between 15 and 34 years, using a simple random sampling technique approach. The results of this study indicate that the User Interface contributes as much as 69.5% in influencing consumer perceptions of the product.