PENGARUH KUALITAS ESTETIKA APLIKASI BIBIT TERHADAP KEPUASAN PENGGUNA BERDASARKAN PERSPEKTIF AESTHETIC-USABILITY EFFECT

Abstract

Investment applications have become increasingly important in supporting public participation in financial investment activities. As one of the most widely used investment platforms in Indonesia, Bibit must provide a positive user experience to maintain user satisfaction. This study aims to analyze the influence of Hedonic Quality (HQ) on Pragmatic Quality (PQ), the influence of Hedonic Quality (HQ) on Attractiveness (ATT), the influence of Pragmatic Quality (PQ) on Attractiveness (ATT), and the simultaneous influence of Hedonic Quality and Pragmatic Quality on Attractiveness in the Bibit application. The study is based on the Aesthetic-Usability Effect (AUE) theory and employs the AttrakDiff method as a user experience evaluation instrument. Data were collected through an online questionnaire distributed to 96 Bibit users. The questionnaire consisted of 28 semantic differential word pairs representing the dimensions of Pragmatic Quality, Hedonic Quality Identity, Hedonic Quality Stimulation, and Attractiveness. Data analysis was conducted using descriptive statistics, simple linear regression, multiple linear regression, ttests, F-tests, and coefficient of determination analysis with the assistance of SPSS software. The results indicate that Hedonic Quality has a positive and significant effect on Pragmatic Quality (Sig. < 0.001) with a coefficient of determination (R²) of 0.323. Furthermore, Hedonic Quality has a positive and significant effect on Attractiveness (Sig. < 0.001), while Pragmatic Quality also has a positive and significant effect on Attractiveness (Sig. < 0.001). Simultaneously, Hedonic Quality and Pragmatic Quality significantly influence Attractiveness (Sig. < 0.001) with an R² value of 0.592. These findings demonstrate that both hedonic and pragmatic aspects contribute significantly to overall user satisfaction with the Bibit application. Keywords: User Experience, AttrakDiff, Aesthetic-Usability Effect, Hedonic Quality, Pragmatic Quality, Bibit Application.