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All Journal Proceeding of International Conference on Social Science and Humanity
Racmadany , Andry
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Agriculture, Biological Sciences & Forestry Earth & Planetary Sciences Economics, Econometrics & Finance Education Law, Crime, Criminology & Criminal Justice Library & Information Science Mathematics Mechanical Engineering Public Health Social Sciences Other

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ANALYZING OF SYSTEM USABILITY SCALE IN USER EXPERIENCE EVALUATION OF DANA APPLICATIONS Fuaida, Famrotul; Prasojo, Bayu Hari; Racmadany , Andry; Almanfaluti , Istian Kriya
Proceeding of International Conference on Social Science and Humanity Vol. 2 No. 1 (2025): Proceeding of International Conference on Social Science and Humanity
Publisher : PT ANTIS INTERNATIONAL PUBLISHER

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61796/icossh.v2i1.237

Abstract

Objective: The rapid development of financial technology (FinTech) has transformed how individuals conduct financial transactions, particularly through e-wallets. Dana, one of the leading e-wallet applications in Indonesia, has garnered significant attention due to its widespread usage and user feedback. Method: This study evaluates the user experience (UX) of the Dana application using the System Usability Scale (SUS) that provides a quick and quantitative measure of usability, Data were collected from 153 respondents through a questionnaire. Results: The SUS analysis yielded an average score of 65. According to SUS interpretation scales, this score categorizes Dana as "Marginal" in Acceptability Ranges, "C" on Grade Scale, and "OK" on Adjective Rating, with users classified as "Passive" based on Net Promoter Score (NPS). Novelty: This study emphasizes the importance of systematic UX evaluation in identifying user needs and evaluation for the app, providing actionable recommendations to improve the Dana application. These recommendations aim to enhance usability, user satisfaction, and competitiveness in the FinTech sector.
TIKTOK SOCIAL MEDIA INSIGHTS IN DIGITAL MARKETING Masayu, Shafira Alfi; Prasojo, Bayu Hari; Yulianto , Mochamad Rizal; Racmadany , Andry
Proceeding of International Conference on Social Science and Humanity Vol. 2 No. 1 (2025): Proceeding of International Conference on Social Science and Humanity
Publisher : PT ANTIS INTERNATIONAL PUBLISHER

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61796/icossh.v2i1.244

Abstract

Objective: The development of technology and social media has changed the dynamics of digital marketing, with TikTok as one of the most prominent platforms. This article discusses insights into TikTok's use in digital marketing, highlighting how the platform offers a new approach to engaging with audiences. Method: This research uses qualitative methods to analyze data from various sources. Results: Through its For You Page (FYP) algorithm, TikTok leverages user behavior data to deliver relevant content, increasing engagement and brand reach. The TikTok Live feature provides opportunities for businesses, especially MSMEs, to interact directly with consumers, strengthening promotional strategies through real-time interactions. In addition, collaboration with influencers and personalized content has proven effective in increasing brand awareness and purchase intent. The results confirm the importance of creative and interactive content in attracting users' attention and encouraging them to make purchases. Novelty: TikTok offers a new approach to engaging with audiences by leveraging user behavior data and real-time interaction features, presenting unique advantages for businesses to boost brand awareness and drive purchase intent through creative, personalized content strategies.
Co-Authors Almanfaluti , Istian Kriya Bayu Hari Prasojo Fuaida, Famrotul Masayu, Shafira Alfi Yulianto , Mochamad Rizal