ANALISIS PERBEDAAN ATENSI VISUAL CUSTOMER SHOPEE TERHADAP PRODUK FLASH SALE DENGAN PRODUK NORMAL BERBASIS EYE TRACKING
Abstract
Shopee is known as the e-commerce platform that is most widely used by people in Indonesia. One of the advantages offered by this platform is flash sales on various products at certain times. This study aims to determine the visual attention patterns of shopee users when viewing websites with flash sale captions using eye tracker technology. A total of 63 participants who were divided into two groups based on their experience using shopee were shown four types of products, each of which had a flash sale display and a normal display. There were five regions of interest in each display and two types of functions, first time fixation and Dwell time, were analyzed. This study shows that even though the longest duration was used by participants to view the flash sale description region, the first region viewed by both groups of participants was the product region. We hope that this data can be a reference for e-commerce platform website design to increase attention to the main message.
References
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[2] R. Yusuf, H. Hendawati, and L. A. Wibowo, “Pengaruh Konten Pemasaran Shoppe Terhadap Pembelian Pelanggan,” J. Manaj. Pendidik. dan iImu Sos., vol. 1, no. 2, p. 6, 2020, doi: 10.38035/JMPIS.
[3] N. Anisa Fitri, “Dampak E-commerce terhadap Strategi Pemasaran (Studi Kasus Pada Platform Shopee),” Juli-Desember, vol. 01, no. 2, pp. 67–77, 2022, doi: 10.62394/projmb.v1i2.34.
[4] Adi Ahdiat, “5 E-commerce dengan Pengunjung Terbanyak Sepanjang 2023,” Databoks. Accessed: Feb. 10, 2024. [Online]. Available: https://databoks.katadata.co.id/datapublish/2024/01/10/5-e-commerce-dengan-pengunjung-terbanyak-sepanjang-2023
[5] T. Wang, “A Study on the Choice of Online Marketplace Co-Opetition Strategy Considering the Promotional Behavior of a Store on an E-commerce Platform,” Mathematics, vol. 11, no. 10, p. 2263, May 2023, doi: 10.3390/math11102263.
[6] Shopee.id, “SHOPEE,” 2024. [Online]. Available: https://shopee.co.id/
[7] Nadia Irvana, “Barang Normal: Pengertian dan Contohnya,” haloedukasi. Accessed: Feb. 12, 2024. [Online]. Available: https://haloedukasi.com/barang-normal
[8] R. Shi, M. Wang, T. Qiao, and J. Shang, “The Effects of Live Streamer’s Facial Attractiveness and Product Type on Consumer Purchase Intention: An Exploratory Study with Eye Tracking Technology,” Behav. Sci. (Basel)., vol. 14, no. 5, p. 375, Apr. 2024, doi: 10.3390/bs14050375.
[9] Sinta Puspita Sari, Muhammad Rizal Fadilah, Rul Fahmi, and Ricky Firmansyah, “Analisis Komunikasi Bisnis Dalam Meningkatkan Penjualan UMKM Sishop_Id Pada Fitur Live Di Aplikasi Shopee,” Student Res. J., vol. 1, no. 3, pp. 176–189, Jun. 2023, doi: 10.55606/srjyappi.v1i3.329.
[10] S. Peker, G. G. Menekse Dalveren, and Y. İnal, “The Effects of the Content Elements of Online Banner Ads on Visual Attention: Evidence from An-Eye-tracking Study,” Futur. Internet, vol. 13, no. 1, p. 18, Jan. 2021, doi: 10.3390/fi13010018.
[11] D. Septiani, M. Hasibuan, Nurlia, S. R. Anggraini, S. S. Hanifah, and H. Riofita, “PENGARUH HARGA DAN PROMOSI TERHADAP PERILAKU KONSUMTIF MAHASISWA PADA E-COMMERCE SHOPEE,” Jurnal, Ekon. Manaj. dan Akunt., vol. 1, no. 5, pp. 311–318, 2023, doi: 10.572349/neraca.v1i5.508.
[12] S. Sumin, F. Sukmawati, and N. Nurdin, “Gender differential item functioning on the Kentucky Inventory of Mindfulness Skills instrument using logistic regression,” REID (Research Eval. Educ., vol. 8, no. 1, pp. 55–66, Jun. 2022, doi: 10.21831/reid.v8i1.50809.
[13] S. S. Mazaya, D. Djumardin, and L. W. P. Suhartana, “PERJANJIAN PINJAM DANA ONLINE PADA PLATFORM BELANJA SHOPEE (STUDI TENTANG SHOPEE PINJAM),” J. Educ. Dev., vol. 11, no. 2, pp. 471–479, Jun. 2023, doi: 10.37081/ed.v11i2.3283.
[14] R. Rahmawati et al., “Ulasan Produk dan Jumlah Produk Terjual Dampaknya pada Keputusan Pembelian di Marketplace Shopee Program Studi Bisnis Digital , Universitas Persatuan Islam , Kota Bandung dan teknologi yang terus berkembang pesat . Internet memiliki efek transformatif dan,” vol. 3, no. 1, pp. 46–53, 2023, doi: doi.org/10.32897/dimmensi.v3i1.2539.
[15] Similarweb, “shopee.co.id Website Traffic Demographics,” similarweb. Accessed: Feb. 04, 2024. [Online]. Available: https://www.similarweb.com/website/shopee.co.id/#geography
[16] E. Nurhasanah, “Analisis Penggunaan E-commerce Shopee terhadap Perilaku Konsumtif Mahasiswa (Studi Fenomenologi pada Mahasiswa Prodi Pendidikan Ekonomi Universitas Pamulang Angkatan 2022),” Pekobis J. Pendidikan, Ekon. dan Bisnis, vol. 8, no. 1, p. 47, 2023, doi: 10.32493/pekobis.v8i1.p47-59.30254.
[17] E. Kok et al., “Re‐viewing performance: Showing eye‐tracking data as feedback to improve performance monitoring in a complex visual task,” J. Comput. Assist. Learn., vol. 38, no. 4, pp. 1087–1101, Aug. 2022, doi: 10.1111/jcal.12666.
[18] A. Bruno, M. Tliba, M. A. Kerkouri, A. Chetouani, C. C. Giunta, and A. Çöltekin, “Detecting colour vision deficiencies via Webcam-based Eye-tracking: A case study,” in 2023 Symposium on Eye Tracking Research and Applications, New York, NY, USA: ACM, May 2023, pp. 1–2. doi: 10.1145/3588015.3590133.
Published
2024-06-30
How to Cite
MARCELLINA TANJUNG, Zabbrina Ayu et al.
ANALISIS PERBEDAAN ATENSI VISUAL CUSTOMER SHOPEE TERHADAP PRODUK FLASH SALE DENGAN PRODUK NORMAL BERBASIS EYE TRACKING.
Jurnal Tekinkom (Teknik Informasi dan Komputer), [S.l.], v. 7, n. 1, p. 441-450, june 2024.
ISSN 2621-3079.
Available at: <https://jurnal.murnisadar.ac.id/index.php/Tekinkom/article/view/1368>. Date accessed: 11 oct. 2024.
doi: https://doi.org/10.37600/tekinkom.v7i1.1368.
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