Usability Analysis of MSME Business Accounting Applications Based on User Retention Using ISO 9241-11

BukuWarung has been known as a MSME’s bookkeeping application in Indonesia. As the features developed, there were disappointed responses from Playstore reviews, social media, and research interviews who complained about usability aspect of this application, thus triggering desire for users to stop using application. This condition motivates author assess impact level aspects Effectiveness, Efficiency, Satisfaction on user retention. study used partial least square–structural equation model method. The total 248 samples was obtained simple random sampling voluntary response techniques. uses CSUQ, well questions For data testing Ms. Excel SmartPLS version 3.3.3. According measurement model, 7 22 all variables deleted. proves that have positive significant effect up 74.8% However, size influence relative is weak User retention indicators affected by are increasing purchases tenure grows, customer referrals, premium prices. implication conduct each feature.