Studi Tentang Game Usability Pada In-app Game Untuk Meningkatkan Engagement Pengguna E-commerce
Abstract
Maraknya perdagangan online di Indonesia memicu kebutuhan akan hadirnya strategi yang mampu mengadaptasi perkembangan TI secara lebih kreatif bagi suatu platform agar dapat lebih merangkul dan mengikat penggunanya. Salah satu strategi tersebut adalah dengan menghadirkan in-app game untuk menjaga agar pengguna dapat secara konsisten hadir dan mengakses platform tersebut. Efektivitas in-app game dalam meningkatkan engagement sangat bergantung pada usability dari In-app game itu sendiri, sehingga dalam penelitian ini akan disusun suatu evaluasi heuristik yang mempertimbangkan game usability dan juga teori flow untuk menguji user engagement pada game Shopee Candy. Objektif evaluasi tersebut meliputi 7 aspek yaitu ketersediaan mekanisme yang memudahkan pemain belajar dan menikmati alur permainan, kemudahan untuk dimainkan tetapi cukup menantang, kemudahan pemain mengenali tindakannya, grafis yang menarik, kemudahan akses, sisi mobilitas dan penambahan aspek ke-7 yaitu keterhanyutan pemain. Proses pengujian melibatkan sejumlah responden yang memiliki pengalaman bermain game Shopee Candy yang akan mengisi survei sesuai evaluasi heuristik yang telah disusun. Berdasarkan uji validitas terhadap setiap objektif, beberapa pertanyaan pada objektif pertama dan kedua dinyatakan tidak valid dengan nilai r di bawah 0,3. Kemudian berdasarkan uji reliabilitas pada setiap objektif, nilai Cronbach menunjukkan bahwa setiap objektif dapat diandalkan dengan objektif yang agak kurang adalah pada objektif grafis yang menarik dan kemudahan akses. Secara umum dapat disimpulkan game Shopee Candy berhasil menjalin user engagement yang terukur dari 7 aspek yang dievaluasi dan pengembang game perlu memberikan perhatian lebih dalam menyusun mekanisme yang dapat membantu pemain belajar dan memahami alur permainan serta kemudahan dalam kustomisasi dan mobilitas.
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