Studi Komparatif Respons Pengguna terhadap Strategi Desain Dark Patterns dan Bright Patterns pada Antarmuka E-commerce di Indonesia
DOI:
https://doi.org/10.52436/1.jpti.1140Keywords:
bright patterns, dark patterns, e-commerce, emotional design, respons penggunaAbstract
Perkembangan pesat industri e-commerce di Indonesia telah mendorong perhatian lebih terhadap strategi desain antarmuka yang memengaruhi keputusan pengguna. Penelitian ini bertujuan untuk membandingkan respons pengguna terhadap strategi desain dark patterns (antarmuka manipulatif) dan bright patterns (antarmuka transparan dan etis) melalui pendekatan kualitatif dengan eksperimen within-subject. Dua belas partisipan yang terdiri atas pengguna aktif dan non-pengguna e-commerce berinteraksi dengan kedua jenis prototipe antarmuka yang dibangun berdasarkan analisis konten lima platform e-commerce besar di Indonesia. Data dikumpulkan melalui simulasi tugas pembelian dan wawancara semi-terstruktur, kemudian dianalisis secara tematik dengan kerangka emotional design yang mencakup aspek visceral, behavioral, dan reflective. Hasil menunjukkan bahwa pengguna aktif cenderung menormalisasi dan menyukai antarmuka dark patterns, namun intervensi edukasi mengenai niat desain manipulatif mendorong pergeseran preferensi ke desain bright patterns. Sebaliknya, non-pengguna secara konsisten menolak elemen manipulatif dan lebih memilih desain bright patterns. Temuan penelitian ini menegaskan bahwa tingkat familiaritas dan pengalaman pengguna sangat memengaruhi persepsi, preferensi, dan kemampuan kritis mereka terhadap desain manipulatif pada platform e-commerce. Paparan edukasi singkat mengenai intensi desain mampu mengatasi efek habituasi terhadap desain manipulatif. Dengan demikian, penelitian ini berkontribusi pada pengembangan literatur HCI di Indonesia dengan menghadirkan studi empiris mengenai perbandingan respons pengguna terhadap strategi desain dark patterns dan bright patterns, serta memberikan wawasan mengenai pentingnya transparansi serta etika dalam perancangan antarmuka digital.
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