Klik, Pilih, Checkout: Analisis Usability TikTok Shop pada Pengalaman Belanja Pengguna
Abstract
This study aims to analyze the usability of TikTok Shop and its impact on users' online shopping experience by applying Nielsen's five usability attributes: Learnability, Efficiency, Memorability, Error Handling, and Satisfaction. A mixed-methods approach was employed, integrating task-based usability testing, structured observation, and in-depth interviews with ten active TikTok Shop users aged 18–35 years, who were selected through purposive sampling. The System Usability Scale (SUS) served as the primary quantitative instrument for evaluating overall usability. The findings indicate a mean SUS score of 76.5, placing TikTok Shop within the "Good" usability category (Grade B). The platform demonstrated strong performance in the Learnability and Satisfaction dimensions, largely due to its interactive video-based interface, which facilitates user engagement and ease of use. However, notable cognitive friction was identified in the Efficiency and Error Handling dimensions. The average checkout completion time was 4 minutes and 37 seconds, primarily resulting from complex navigation and the presence of non-specific error messages during the transaction process. Based on these findings, the study recommends streamlining the checkout workflow to a maximum of three steps and implementing contextual, informative error feedback to improve transaction efficiency and overall user experience.
Keywords:
E-commerce, Social commerce, TikTok Shop, Usability, user experienceReferences
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