E-commerce of Islamic fashion product: usability and user acceptance

HU is an e-commerce of Islamic fashion product with online mall concept using website and mobile application as its medium. The number of HU visitors increased from year to year along with improvements created by HU. However, data from HU shows that the canceled order rate is still high. Also, website and mobile application visitor conversion rate from visitor to buyer at HU website and mobile application's conversion funnel is about 11%. In addition, preliminary study results indicate that there are problems experienced by users while using HU's website and mobile application. Therefore, this research aims to evaluate HU's website and mobile application with usability and user acceptance approach to provide suggestions for improvements to HU website and mobile application user interface. The study involved 120 participants who were categorized into four groups of participants. Usability evaluation is done by measuring the effectiveness, efficiency, and user satisfaction. While the user acceptance evaluation is measured by using a questionnaire. Research shows that HU website and mobile application has good effectiveness but has poor efficiency seen from the criterion of time completion and frequency of error. It is also found that there are some low ratings of user satisfaction questionnaires and user acceptance questionnaires. The results of the study are eight proposed improvements to the website user interface and nine proposed improvements to the mobile application user interface.