Optimasi Desain Visual untuk Peningkatan Tingkat Konversi pada Platform Digital
DOI:
https://doi.org/10.34306/abdi.v5i2.1175Kata Kunci:
Desain Visual, Platform Digital, Keterlibatan Pengguna, Tingkat KonversiAbstrak
Di era digital yang terus berkembang, optimalisasi desain visual telah menjadi fokus penting bagi perusahaan yang beroperasi pada platform digital. Namun, meskipun desain visual yang menarik dan sesuai merek telah diakui penting, masih terdapat kesenjangan dalam penelitian mengenai bagaimana elemen desain visual dapat secara langsung memengaruhi keterlibatan pengguna dan tingkat konversi. Penelitian ini bertujuan untuk menyelidiki pengaruh kualitas desain visual dan keterlibatan informasi terhadap keterlibatan pengguna dan tingkat konversi. Metode penelitian ini menggunakan Structural Equation Modeling (SEM) dengan perangkat lunak SmartPLS, melibatkan 150 responden yang merupakan pengguna aktif platform digital dari berbagai industri. Hasil analisis menunjukkan bahwa kualitas desain visual memiliki pengaruh signifikan terhadap keterlibatan pengguna dan tingkat konversi, sementara keterlibatan informasi memberikan kontribusi positif terhadap keterlibatan pengguna. Temuan ini menegaskan urgensi untuk mengintegrasikan desain visual berkualitas tinggi dan penyampaian informasi yang efektif dalam strategi platform digital. Studi ini memberikan panduan praktis yang relevan bagi pengembang platform digital dan profesional desain grafis untuk menciptakan pengalaman pengguna yang menarik dan berdampak.
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