Analisis Pengaruh Faktor Kognitif dan Faktor Afektif terhadap Usability Situs E-Commerce

The development of the internet facility now be used for the activity of trade (commerce) by makes e-commerce sites. E-commerce site serves an electronic transaction of sale and purchase from producers to consumers must have good USAbility value so ease of use. The development site is now considered not only focus on the ease of use (cognitive) but required a development of the emotional side (affective) so that users feel are interested in using these sites. For testing the influence of cognitive and affective factors on USAbility of e-commerce sites using Structural Equation Modeling. This study uses a model Prastawa, which consists of three variables, namely USAbility, cognitive and affective. The results using the number of respondents as many as 230 are cognitive factors have a significant influence on the USAbility of the site and the site Lazada Zalora, affective factors have no significant effect on the USAbility of the site and the site Lazada Zalora and factors cognitive and affective factors are interconnected significantly on the site Lazada and Zalora sites