Track: Business Management

Abstract

Consumer Engagement is the main goal to be achieved for most companies, especially E-Commerce businesses in allocating their investment in marketing and branding. In addition to making improvements to achieve this goal, the company not only increased its terms of customer service but now companies, especially online, are also competing to improve the quality and capabilities of their online stores, especially in terms of User Interface Attributes in their applications. These User Interface Attributes will provide a direct experience to customers in transacting at the online store, so its existence is quite mandatory, considering its position as the main gate. Therefore, the purpose of this research is to understand and examine more deeply the influence of one of the driving factors for customer engagement, namely "User Interface" with various attributes that are owned by the Shopee marketplace, as one of the e-commerce with “decacorn” level in Indonesia. Later this research will be carried out using an explanatory quantitative approach and online survey research instruments. The influence given by these User Interface Attributes on consumer engagement in the form of a percentage can be presented as follows, the influence of Visual Design on engagement is 23.3%, the influence of Navigational Design on engagement is 14.8%, the influence of Informational Design on the engagement of 41%, and finally Collaboration Design has no significant effect on engagement.