Pengaruh User Interface terhadap Kepuasan Pengguna dengan User Experience Sebagai Variabel Moderasi

Abstract

This research aims to determine the influence of the user interface on user satisfaction with the Shopee application among USU students, with user experience as a moderating variable. The research method used in this study is quantitative causality with the incidental sampling method. The sample in this study consisted of 379 subjects. Data collection uses a Likert scale, namely customer satisfaction scale, user interface scale, and user experience scale. The data analysis method employs multiple linear regression analysis and moderated regression analysis. The results obtained in this study indicate that there is an influence of the user interface on user satisfaction with an r2 value of 4.2%. The data analysis found that there is no significant role of the user interface on user satisfaction with the Shopee application. However, the role of the user interface on user satisfaction with the Shopee application is moderated by user experience.