Usability Evaluation of An Eye-Tracking for Batik E-Commerce Web-Based Systems

Abstract

Online developments encourage various store businesses to set up online stores or e-commerce, including buying and selling batik products. Batik as one of the masterpieces as world-recognized Indonesian cultural heritage, is still being done by Small-Medium Industry (SMIs). Currently, batik SMI still has technological limitations, even though there are quite a lot of enthusiasts. There has been no testing with the Eye-Tracking method and usability testing for batik e-commerce. Therefore, the batik e-commerce website was chosen to be the subject of this study. Techniques used to usability conducted by users, evaluators, or software used Webcam Eye-tracking. There are two batik e-commerce that provide ready-to-sell products used in this research, one is an established, and the other is a newcomer. Based on usability testing with the performance metrics, the results show that both Danar Hadi and Butimo have values that aren’t much different for the aspects of time-on-task, efficiency, and errors. While in the test satisfaction, both are in the Acceptable category. Based on statistical tests, there were no significant differences based on gender for the usability aspect tested. Proposed improvements based on the performance analysis, heatmap, and gaze replay include the main menu section and the payment platform icon section. It’s proposed to improve the placement of advertisements on the batik e-commerce with an area of interest analysis.