Evaluating E-marketplace Mobile Application Based on People At the Center of Mobile Application Development (PACMAD) Usability Model

The existence of e-marketplace on mobile platform facilitates transactions anywhere and anytime, making e-commerce in Indonesia grow rapidly. Competitive pressure on e-marketplace demands continuous improvement. Usability is an important aspect of e-commerce because today's consumers are not only satisfied with the mobile app that simply allow them to shop, the experience must also be pleasant. This study evaluates the usability of the three most popular mobile applications in Indonesia: Tokopedia, Bukalapak, and Shopee. The evaluation based on the People at the Center of Mobile Application Development (PACMAD) usability model developed by emphasizing limitations and characteristics of mobile devices. The usability evaluation includes seven aspects: effectiveness, efficiency, learnability, memorability, errors, satisfaction, and cognitive load. The results are Bukalapak was leading in almost all aspects: effectiveness, efficiency, learnability, memorability, errors, and cognitive load, followed by Tokopedia and Shopee. Bukalapak was excel because not only the interactions were simple and easy but also it worked well when the connection was interrupted. However, it turns out various promotions given by Shopee affected user perceptions about the usability of the application, resulted that Shopee was preferably and had the highest score of satisfaction.