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Abstrak :
McDelivery Indonesia merupakan aplikasi layanan pesan-antar yang dimiliki oleh McDonald’s. Aplikasi McDelivery Indonesia memungkinkan pengguna untuk memesan menu yang diinginkan dan menerima pesanan dari outlet McDonald’s terdekat ke alamat tujuan. Namun, masih terdapat banyak keluhan pengguna yang berkaitan dengan tampilan maupun alur dari fitur-fitur yang tersedia. Oleh karena itu, diperlukan evaluasi usability untuk menemukan masalah yang dirasakan pengguna, sehingga dapat merancang solusi berupa perancangan ulang desain antarmuka yang dapat meningkatkan pengalaman pengguna. Penelitian ini menggunakan serangkaian metode evaluasi usability kepada lima expert dan 11 pengguna. Metode yang digunakan adalah heuristic evaluation dan competitive usability evaluation untuk expert, serta user interview, Usability Testing (UT), think aloud, first-click testing, dan System Usability Scale (SUS) untuk pengguna. Setelah dilakukan evaluasi, ditemukan 335 masalah usability dan dihasilkan 88 solusi desain. Solusi desain ini dievaluasi kembali menggunakan UT dan SUS. Secara keseluruhan, terjadi peningkatan pada hasil evaluasi setelah dilakukan perancangan ulang. Pada UT, terdapat peningkatan success rate pengguna saat melakukan tasks pada aplikasi, yaitu dari 95.96% menjadi 98.35%. Pada SUS, terjadi peningkatan nilai dari 54.2 menjadi 82.6. Hasil ini menunjukkan bahwa perancangan solusi desain mendapatkan respon yang positif dari pengguna. Implikasi teoritis dari penelitian ini yaitu untuk menambah wawasan baru terkait evaluasi usability dengan menggunakan pendekatan stage-based serta kombinasi metode heuristic evaluation, competitive usability evaluation, user interview, think aloud, first click testing, System Usability Scale (SUS), dan task analysis. Sementara itu, implikasi praktis dari penelitian ini adalah untuk mengetahui masalah usability pada aplikasi McDelivery Indonesia. ......McDelivery Indonesia is a food delivery application owned by McDonald’s. This application provides service for the users to order their preferred menus and receive the order sent from the nearest McDonald’s outlet to the receiver’s address. However, the application still receives many complaints from users about interface and flow of its features. Therefore, it is necessary to do usability evaluation to discover user problems and provide a solution in form of user interface redesign that can improve user’s experience. This study used a series of usability evaluation methods for five experts and 11 users. The methods used are heuristic evaluation and competitive usability evaluation for experts, as well as user interviews, Usability Testing (UT), think aloud, first-click testing, and the System Usability Scale (SUS) for users. After doing the evaluation, 335 usability problems were found and 88 design solutions were produced. The design solutions were then re-evaluated using UT & SUS. Overall, there was an increase in the evaluation results after the redesign. At UT, there was an increase in the user’s success rate when carrying out tasks in the application, from 95.96% to 98.35%. In SUS, there was an increase in scores from 54.2 to 82.6. These numbers indicate that the results of the design solution get a positive response from the users. The theoretical implication of this study is to add new insights regarding usability evaluation using a stage-based approach and a combination methods of heuristic evaluation, competitive usability evaluation, user interviews, think aloud, first click testing, the System Usability Scale (SUS), and task analysis. Meanwhile, the practical implication of this study is to find usability problems in the McDelivery Indonesia application.

Abstrak :
Persaingan e-commerce untuk mendapatkan pelanggan membuat pelaku industri online memerlukan nilai unggul dan berbagai upaya untuk meningkatkan hubungan dengan pelanggan agar tercipta loyalitas terhadap e-commerce. Penelitian ini bertujuan meneliti customer relationship management terhadap competitive advantage dan customer loyalty sebagai variabel mediasi pada Shopee sebagai e-commerce dengan pengunjung terbanyak di Indonesia. Penelitian dilakukan dengan pendekatan kuantitatif dengan penyebaran kuesioner kepada 130 responden menggunakan teknik non-probability sampling berupa purposive dan dianalisis menggunakan SPSS dan SmartPLS. Hasil penelitian menunjukkan bahwa dimensi customer relationship management yaitu customer orientation memiliki pengaruh positif terhadap customer loyalty, sedangkan customer knowledge dan technology capabilities memiliki pengaruh negatif terhadap customer loyalty. Pada variabel competitive advantage ditemukan technology capabilities memiliki hubungan yang positif, sedangkan pada customer knowledge dan customer orientation ditemukan hubungan yang negatif. Ditemukan juga bahwa customer loyalty tidak memiliki pengaruh terhadap competitive advantage. Dan juga customer loyalty tidak memediasi hubungan antara customer relationship management dan competitive advantage. ......E-commerce competition to get customers means that online industry players need superior value and various efforts to improve relationships with customers to create loyalty to e-commerce. This research aims to examine customer relationship management regarding competitive advantage and customer loyalty as mediating variables in Shopee as the e-commerce with the most visitors in Indonesia. The research was carried out with a quantitative approach by distributing questionnaires to 130 respondents using a non-probability sampling technique in the form of purposive and analyzed using SPSS and SmartPLS. The results of the research show that the customer relationship management dimension, namely customer orientation, has a positive influence on customer loyalty, while customer knowledge and technology capabilities have a negative influence on customer loyalty. For the competitive advantage variable, technology capabilities were found to have a positive relationship, while for customer knowledge and customer orientation a negative relationship was found. It was also found that customer loyalty has no influence on competitive advantage. And also customer loyalty does not mediate the relationship between customer relationship management and competitive advantage.