ANALISIS USER EXPERIENCE PADA PENGGUNA APLIKASI MPSTORE MENGGUNAKAN METODE HEART FRAMEWORK DI BANGKALAN

Problem : E-commerce is a platform for conducting business in the form of sales, purchases, information services and trade via the internet. One e-commerce application called MPstore is an application that helps Small and Medium Enterprose (SME) and traders in Indonesia to improve their business by providing access to buying and selling using technology. Based on user reviews on the Google Play Store, there are negative comments regarding the use of the MPstore application, whereas to improve the quality of the application, a positive experience is needed in terms of convenience and comfort. Method : The method used in this research is the HEART Framework which consists of the aspects of Happiness, Engagement, Adoption, Retention, and Task Success. This method is used because it has a testing aspect that can measure user experience from all aspects related to user experience when using e-commerce. Using a questionnaire given to 100 respondents with a total of 17 questions. Research instrument testing uses validity and reliability test calculations, hypothesis testing and achievement of the level of usability. Results: The results of this study show that only the Happiness and Task Success variables have a very high level of usability category. The results for the Retention variable get a high category, while the Engagement and Adoption variables get results in the neutral category. Conclusion and development : Therefore, these results show that the MPstore application has succeeded in creating an experience for its users, but further development is still needed to provide a better experience in the future.