USABILITY TESTING OF THE ONLINE PLATFORM FOR SELLINGFOODSTUFFS IN INDONESIA

Abstract

Along with the increasing number of internet users in Indonesia, online product buying and selling transactions have also increased, including one through electronic trading platforms. Currently, various kinds of products have also started to be marketed online, one of which is raw food ingredients, such as basic necessities, vegetables, fruit, and others. The pandemic is also one of the reasons people choose not to shop for these daily necessities offline at the market. Various platforms have been developed to support online buying and selling of raw food, both web-based and mobile applications.
The usability of the online platform is an important factor to support the quality of online buying and selling services. Currently, there are not many studies related to usability evaluation of online food buying and selling platforms. Therefore, this research is needed on the usability of the application platform for buying and selling raw food ingredients. This study measures the gap between expectations and reality by respondents using six dimensions of site or application quality, namely Web Appearance, Entertainment, Informational Fit-To-Task, Transaction Capability, Response Time, Trust, and one additional dimension, namely Government Policy required in a site or application. From this study, it was found that of the seven dimensions, there are six dimensions that show a significant gap between expectations and reality perceived by respondents, with the largest gap shown by the dimensions of Government Policy with the gap between expectatcy and reality until 21,89%, Web Appearance with the gap until 18,07%, and Informational Fit-To-Task with the gap until 17,71%. The existence of gaps in the six research dimensions with the three largest gaps indicates consumer dissatisfaction with the usability of online food buying and selling platforms, especially in the dimensions of Government Policy, Web Appearance and Informational Fit-To-Task.