Facial Coding Study of the Effect of Halal Claims on Purchase Intention of Electronic Products: Linking Maslow's Hierarchy of Needs Theory

Usability testing plays a pivotal role in assessing user experience on websites, providing businesses with invaluable insights into customer perspectives. Eye-tracking, a widely accepted methodology, zeroes in on visual engagement by analyzing specific Areas of Interest (AOI). This study embarked on an exploration of the impact of AOI on dwell time for the latest iteration of the Waters website and further delineated the sections that captivated the most and least user attention. Adopting a quantitative stance, a two-way ANOVA was deployed on a sample comprising 15 master’s students from two distinct academic institutions. Preliminary findings underscore significant disparities in dwell times across different AOIs, implying that specific AOIs retain user attention more robustly. Notably, the research has its constraints, encompassing potential deviations in webcam-based eye-tracking accuracy, the modest sample size, and post-hoc AOI categorization. As an extension, subsequent studies could probe the nuanced factors swaying dwell time within Waters' website AOIs, integrating methodologies such as the WSD thnique and proactive AOI classification.