The Evaluations of Cross-Cultural User Experience for Indonesian E-Marketplace: Facilitating MSME (Micro, Small, and Medium Enterprises) Export to MERCOSUR

This research aims to investigate the cross- cultural impact of User Experience (UX) perceptions between Indonesian users and users from MERCOSUR countries (Argentina, Brazil, Paraguay, and Uruguay) on the Indonesian e-marketplace accessible to Micro, Small, and Medium Enterprises (MSMEs). With the rapid growth of the digital economy and the launch of the Indonesia Mercosur Comprehensive Economic Partnership Agreement (IM-CEPA), this study is relevant to comprehend the potential assistance for Indonesian MSMEs in enhancing the value of exports. The research employs the User Experience Questionnaire Plus (UEQ+) method to assess whether the current UX of the Indonesian e-marketplace is acceptable to users with significantly different cultural backgrounds from Indonesia. Additionally, SmartPLS structural equation modeling is utilized to test hypotheses and examine relationships between UX dimensions and user behaviors. The tool is designed to accommodate cultural differences among users, enabling in- depth cross-cultural research. By exploring perceptions, preferences, and reactions of MERCOSUR users to the Indonesian e-marketplace, this research aims to identify factors influencing user acceptance and satisfaction in a cross-cultural context. The findings of this study are expected to provide strategic insights for designers, e-marketplace developers, and other stakeholders. The research can also contribute to optimizing IM-CEPA by aligning the Indonesian e-marketplace platform with the preferences and expectations of MERCOSUR users, strengthening the competitiveness of Indonesian MSMEs in the international market. By understanding the cross-cultural impact on UX, this research lays the foundation for more effective design improvements and marketing strategies, fostering economic growth and the competitiveness of Indonesian MSMEs on the global stage.