Kontribusi Prinsip Heuristic Evaluation dan Elemen Visual dalam Membangun Kepercayaan Pengguna Platform E-Commerce Melalui Pendekatan Studi Literatur
Abstract
Post-pandemic e-commerce growth faces challenges in maintaining user trust (kepercayaan pengguna), a critical variable for purchase intention and long-term loyalty. Interface design must balance functional efficiency and visual appeal to overcome this challenge. This study aims to analyze the joint contribution of Jakob Nielsen’s ten heuristic evaluation principles and interface visual elements—as visual trust cues (isyarat kepercayaan visual)—in building e-commerce user trust. Employing a systematic literature review (SLR) with a descriptive qualitative approach that adapts the PRISMA protocol, data were collected from Scopus, ScienceDirect, IEEE Xplore, and Google Scholar, yielding 28 articles published between 2018 and 2024, which were then analyzed using thematic content analysis. Synthesized findings show that heuristic evaluation principles shape perceptions of control and error prevention, while visual elements—including color, typography, and layout—act as intuitive first-impression trust signals. This study proposes a synergistic integration model demonstrating that simultaneously optimizing usability and visual appeal strengthens platform credibility and builds sustainable user trust.
Keywords:
E-commerce, Visual Elements, Heuristic Evaluation, User Trust, Systematic Literature ReviewReferences
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