The Measurement Model User Experience and Technology Acceptance for Implementation Virtual Booth in Marketplace

This study aims to create a measurement model for virtual booth integration in the marketplace. A virtual booth is a virtual stand for shops in the market. This virtual booth eliminates the boredom of the current marketplace form because it looks too monotonous with its contemporary appearance. So that the emergence of the virtual booth application can provide a new look for application visitors. Currently, nothing has been found specifically to address how a feature is measured after users use it. This study develops a measurement model based on TAM and User Experience theory. Furthermore, this study builds a model using the literature survey method, which involves searching for related articles. This model is tested for feasibility with its validity and reliability with SEM analysis with SMART PLS software. The analysis used 80 respondents collected by snowball sampling technique. The results of this study, the conceptual model was constructed from two main variables (perceived usefulness and ease of use) and supported by supporting variables: Functionality, Affective quality, aesthetics, usability, behavioral intention, and use. This analysis will test the construction of the model with validity and reliability tests. Validity testing can be seen from the construct loading factor value of at least 0.6. Reliability testing through Cronbach alpha is greater than 0.7, and the average variance extract (AVE) value is greater than 0.5. The results of this test prove that this model is feasible for further measurements. Because it is in accordance with the provisions of the constructed model. This model is expected to be used as a reference for measuring the implementation of virtual booths in the marketplace.