AbstrakThe increasing internet users in Indonesia has encourage companies to take advantage of internet technology in its business (e-commerce). Amid the growth of e-commerce, Rakuten Indonesia (RI) as one of the e-commerce company, have to compete in order to retain its existence. For e-commerce companies, websites usability has an important role in attracting consumers to conduct transactions. RI websites usability will be evaluated using Eyetracking usability testing. Eyetracking usability testing use the results of the gaze replay, gaze plots, heat maps, and the area of interest (AOI). The evaluation was done for the website features (product categorization, filtering products, sorting products, product description, saving products, as well as ordering the product), and the placement of the advertisement on the homepage RI website. From the evaluation, it was found 10 problems related RI websites feature and the improvements was made. From the results of the evaluation of advertisements placements based AOI, can be determined the cost of advertising and the content of the advertisement on a specific area on the website's homepage.Keywords: usability, e-commerce, website, eyetracking usability testing.
AbstrakPeningkatan pengguna internet di Indonesia mendorong banyak perusahaan untuk memanfaatkan teknologi internet dalam usahanya (e-commerce). Ditengah pertumbuhan e-commerce, Rakuten Indonesia (RI) sebagai salah satu perusahaan e-commerce, harus mampu bersaing agar tetap mempertahankan eksistensinya. Bagi perusahaan e-commerce, kemampupakaian website memiliki peranan yang penting dalam menarik minat konsumen untuk melakukan transaksi. Kemampupakaian website RI akan dievaluasi menggunakan eyetracking usability testing dengan melihat hasil dari gaze replay, gaze plot, heat map, dan area of interest (AOI). Evaluasi dilakukan untuk fitur website (pengkategorian produk, filter produk, pengurutan produk, deskripsi produk, penyimpanan barang yang diminati, serta pemesanan produk), dan penempatan posisi iklan pada homepage website RI. Dari hasil evaluasi, ditemukan 10 permasalahan terkait fitur website RI yang kemudian dilakukan perbaikan. Dari hasil evaluasi penempatan iklan berdasarkan AOI dapat ditentukan biaya iklan dan isi dari iklan pada area tertentu di homepage website RI.Kata Kunci: kemampupakaian e-commerce, website, eyetracking usability testing.