Analisis emosi pengguna untuk optimasi desain antarmuka Admisi UKSW dengan pendekatan Kansei Engineering

Danang Tri Widiatmoko; Hendry Hendry; Krismiyati Krismiyati

doi:10.24246/aiti.v23i3.511-532

Authors

Danang Tri Widiatmoko Universitas Kristen Satya Wacana https://orcid.org/0000-0002-5800-099X
Hendry Universitas Kristen Satya Wacana
Krismiyati Universitas Kristen Satya Wacana https://orcid.org/0000-0001-9510-3560

DOI:

https://doi.org/10.24246/aiti.v23i3.511-532

Keywords:

kansei engineering, UI design, UI UX, natural language processing, multivariate analysis

Abstract

This study addresses the need to redesign the Admisi Online UKSW interface, an online admission system that has not been updated since 2016 and is perceived as visually outdated by Generation Z users. The main objective is to propose UI recommendations based on the emotional preferences of young users using the Kansei Engineering (KE) Type I approach. User perceptions were collected through open-ended questions and analyzed using TF-IDF to extract Kansei words, which were then rated with a Semantic Differential scale and processed using PCA, CCA, FA, and PLS Regression. Results indicate that words such as “modern”, “menarik”, “mudah”, “simple”, and “kekinian” strongly correlate with visual elements such as color contrast, icons, font sizes, and button shapes. A UI prototype and design matrix were developed based on the analysis and validated by experts through an expert evaluation. This research proposes a replicable KE Type I framework and demonstrates its effectiveness for designing emotion-based digital interfaces in higher education.

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