PENGARUH WEBSITE USABILITY TERHADAP USER SATISFACTION DAN PURCHASE INTENTION DENGAN METODE WEBUSE

Abstract

This study aims to examine the effect of website usability on user satisfaction and its implications for purchase intention on the XYZ website in the fashion e-commerce sector. A quantitative approach using a survey method was employed, involving 198 Generation Z users aged 17–28 years who had used the XYZ website. Website usability was measured using the WEBUSE method, and the data were analyzed using linear regression. The results show that website usability has a positive and significant effect on user satisfaction, with a regression coefficient of 0.997 and a significance value of 0.000. This indicates that better website usability leads to higher levels of user satisfaction. In addition, user satisfaction has a positive and significant effect on purchase intention, as evidenced by a regression coefficient of 0.994, a significance value of 0.000, and an R Square value of 0.832. Further analysis of usability dimensions reveals that Navigation and Links, User Interface Design, and Performance and Effectiveness significantly influence user satisfaction. Among these dimensions, User Interface Design is identified as the most dominant factor. These findings emphasize the importance of improving website usability, particularly interface design, to enhance user satisfaction and increase purchase intention.