Pengaruh User Interface Pada Platform Digital Shopee Terhadap Shopping Enjoyment Customer Dalam Paradigma Information Foraging Theory

Abstract

This research was conducted to examine the effect ofthe user interface on the Shopee digital platform in Indonesia oncustomer shopping enjoyment which is influenced by gender andmediation by the flow experience variable. Information ForagingTheory was chosen as the scalpel in this research because it isconsidered important to be considered as a priority for digitalplatforms in improving performance on their platforms. Usingpurposive sampling method which is processed using the SPSSapplication for Shopee users in Indonesia. The number ofsamples targeted in this study were 600 respondents who camefrom active students and alumni from UI, ITB, UGM, Unair, andITS who often use the Shopee digital platform as a platform foronline purchases.