Pengaruh User Interface (UI) dan User Experience (UX) pada Aplikasi GrabFood terhadap Keputusan Pembelian

Abstract

This study aims to analyze the influence of User Interface (UI) and User Experience (UX) on purchasing decisions among GrabFood app users in Kudus Regency. The research is motivated by the intensifying competition in online food delivery services, which compels providers to go beyond merely offering promotions and competitive pricing; they must also deliver an intuitive app interface and a seamless user experience. A quantitative approach was employed, involving 130 respondents selected via purposive sampling specifically GrabFood users residing in Kudus Regency who were at least 18 years old and had completed a minimum of two transactions within the past month. Data analysis was conducted using SmartPLS, encompassing outer model testing, inner model testing, and hypothesis testing. The results indicate that all indicators met the established validity and reliability criteria. Hypothesis testing demonstrated that User Interface has a positive and significant effect, with a path coefficient of 0.232, while User Experience also exerts a positive influence, with a coefficient of 0.660. These findings reveal that User Experience plays a more dominant role than User Interface in driving purchasing decisions on the GrabFood app. Furthermore, the two variables collectively explain 72.2% of the variance in purchasing decisions, with the remaining 27.8% attributed to factors outside the scope of this research model.